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