Subir Bandyopadhyay
Lecturer, Marketing
IU Northwest
Consumer Behavior
Spring 2025 | M405
One of the primary objectives of marketing is to satisfy consumer needs. However, attaining this objective may not be sufficient enough for success at the marketplace. One must also establish a sustainable competitive advantage. To achieve this, the manager must understand how marketing stimuli influence consumer judgment and decision making, and manager must use this knowledge more decisively than his competitors.
The entire course will be designed to facilitate critical thinking and creative problem solving. Student groups will work with clients to develop an integrated marketing communication plan. On completion of this course, the student should be able to gain insights about how marketing techniques influence consumer judgement and choice.
International partner
Shiv Nadar Institution of Eminence
New Dehli, India
Faculty counterpart
Bikramjit Rishi
Marketing, School of Management and Entrepreneurship
