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[Class Report] Consumer Behavior

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Cases in Consumer Behavior include Dove, Chase Sapphire, Zipcar, Communispace, Ford Fiesta Movement, Nespresso, The Hunger Games: Catching Fire and Volkswagen in India. Each course at the NUCB Business School is conducted using the Case Method which is a proven staple of world class business schools around the world. With a cohort of students from various backgrounds and levels of work experience, this weekday course taught students how to understand the centrality of consumer analysis to the design, implementation and evaluation of marketing strategies and programs.

As Dr. Babak Hayati, visiting professor from partner school AIM in the Philippines, explains in his course overview, "The study of consumer behavior is about understanding what leads to the individual purchase decisions that are so important to business profitability, and to personal prosperity. The purpose of this course is to introduce you to the study of consumer psychology." Do you understand your customers well enough to develop, evaluate and implement effective marketing strategies?


Dr. Babak Hayati is an Associate Professor of Marketing and the Head of Research and Publications at the Asian Institute of Management in Manila, Philippines. Previously, he was a marketing professor at the University of Nevada, Las Vegas. He has worked in multiple executive and research positions as a marketing strategist, consultant and researcher for the past decade across America, Middle East and Asia.