Marketing begins and ends with the customer. This course introduces students to the study of consumer behavior. It is taught from the perspective of a marketing consultant who requires knowledge of consumer behavior in order to create, implement, and evaluate effective marketing strategies for clients. The course examines many concepts and theories from the behavioral sciences and analyzes their value in crafting marketing strategies. The course combines lecture and discussion of research based literature, both of which are aimed at providing an in-depth understanding of customer marketplace behavior with a focus on application to consumption and marketing decision making situations.