Modern Consumer Behavior

Prof. Robert Kozinets, Ph.D.

Professor of Marketing at Schulich School of Business, York University

MA Student's Seminar

September, 12th-15th, 2011.

Enrollment:
You have to officially enroll to this seminar by using the "Buchungsplattform" for fall 2011. It is NOT necessary in this case to apply at our chair. Thank you!

Course Description:
This course is designed to develop and deepen students understanding of consumer behavior and to practice applying that knowledge to pragmatic marketing problems. Specifically the course is configured to help answer the question “How can my understanding of the contemporary consumer’s thoughts and actions help me to become a more successful marketer?
The course focuses on the way real consumer think and interact in the real world, how sophisticated naturalistic research can reveal the marketing implications of these thoughts and interactions, and how firm marketing planning can take advantage of these discoveries. The course content is designed to be maximally practical, and to help people pursuing careers in new product development and management, marketing research, brand management, general marketing management, product and service consulting, entrepreneurial ventures, and crossovers of a number of these functional areas.

Required Reading:
see Syllabus, find documents on OLAT (link)

Rooms:
12/09/2011: KO2-F-174

13 - 15/09/2011: KOL-G-217

Syllabus: