Consumer behavior (CB) is the study of consumers' responses to products and services and the way products and services are marketed. The use of mobile devices by consumers and the accompanying response by retailers is altering the retail environment. Managers who really understand their consumers can develop effective and efficient marketing strategies and programs that foster sustainable competitive advantages for their firm. This course is designed to focus on how consumers acquire, remember and use information about products and services, their offline and online decision making processes and how these and other CB concepts can be used by managers to develop effective strategies and implementations. The format of the course will be a combination of lectures, in-class case discussions and assignments