Marketing 0002

Marketing 0002 (Consumer Behavior) is one of the Wharton online for-credit courses offered within the Pre-baccalaureate Program. 


Course Description

MKTG 0002: Consumer Behavior

The purpose of this course is to provide students with working knowledge of the major theories and research findings in the area of consumer behavior. The goal of this course is for students to gain a deeper understanding of the psychologies behind behaviors, judgments, and decision-making, and to gain insight into how to apply them to influence behavior in the marketplace. By the end of this course, students should not only be familiar with a large body of consumer behavior literature, but should also be able to identify theories as they play out in the real world, and be able to apply behavioral principles to a variety of marketing problems.  

Learning Objectives

In this course, you'll learn: 

  • The psychology behind individual behaviors, judgments, and decision-making as it applies to the  marketplace 
  • How to apply learned behavioral principles to influence behavior 
  • To identify specific theories of behavior as they play out in the real world of marketing 

About the Wharton Pre-baccalaureate Program

The Wharton Pre-baccalaureate Program is an academically-intensive opportunity for exceptional high school juniors and seniors to enroll in Wharton online courses. Participants will learn from Wharton instructors, earn a Wharton transcript, and accrue college credit for each course completed. With six sessions to choose from and built-in academic support, students are encouraged to explore the depth and breadth of Wharton’s business education curriculum with maximum flexibility and the guidance and resources to succeed.


Course Details

This course is delivered via video lectures, synchronous class sessions, and online assignments, discussions, and exercises. To be successful, you must actively engage with ideas presented in the course, and with those posed by your classmates.   

Assessment is based upon active course participation, discussion exercises, written response papers, group projects, and a final exam.   

Course Content

Course Topics: 

  • Prospect Theory
  • Influence and Persuasion
  • Consumer Behavior in the Digital Era
  • Experiential Consumption 
  • Behavioral Science 

Synchronous Classes: 

Synchronous classes offer the opportunity to explore questions about the course and materials beyond the lectures through live interactions—via videoconference—with course faculty and your classmates. Live class sessions will meet weekly. 

Video Content and Readings: 

Video content includes lectures recorded by the course instructor. Each week’s lectures will guide course participants through marketing theory and practice, as well as related course readings. We would encourage you to take careful notes and review transcripts.  

Students must complete the assigned readings (and view videos/ listen to podcasts) before class. These materials are provided to give you adequate background to engage meaningfully in the lecture content. Readings can be accessed on Canvas, or through the Penn Libraries’ digital databases.  

Course Materials Fee:


See full tuition details here.



Course attendance and participation are expected on a regular basis.  

Technical Requirements:

In order to fully participate in this course, you will need a computer that meets minimum system requirements for both Canvas LMS and Zoom Videoconferencing. Refer to the following links:

All programming originates from the Wharton School, University of Pennsylvania (Eastern Daylight Time).

Instructional Team

Instructor: Annie Wilson 

Annie Wilson is a lecturer of marketing at the Wharton School and a senior behavioral scientist at Vanguard. Annie received her PhD in behavioral marketing from Harvard Business School. She studies consumer decision-making and social judgments of consumption. Her research has been published in journals including Journal of Consumer Research, Journal of Consumer Psychology, Marketing Letters, Journal of the Association for Consumer Research, and Appetite, and has been covered in Harvard Business Review.  


Wharton Global Youth Meetup (GYM)

Wharton Global Youth Meetup (GYM) is a creative, co-curricular community open to summer students as a way to connect to one another — and Wharton — before, during, and after their programs. Featuring both live and independent programming, the GYM is designed to ensure virtual participants don’t miss out on valuable community building and networking. 

*The GYM is included in all online summer programs, except Understanding Your Money.