Annie Wilson

Current Courses (Fall 2024)

• MKTG2110 - Consumer Behavior

  This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research.

  MKTG2110001 ( Syllabus )

  MKTG2110002 ( Syllabus )

• MKTG7110 - Consumer Behavior

  Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, and customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.

  MKTG7110001 ( Syllabus )

All Courses

• BDS5999 - Behavioral Science Ind Cap

  Behavioral Science Individual Capstone for cohorts before 2022.

• MKTG0002 - 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.

• MKTG1010 - Intro To Marketing

  The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, customer lifetime value, branding, market research, product lifecycle strategies, pricing, go-to-market strategies, promotion, and marketing ethics.

• MKTG2110 - Consumer Behavior

  This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research.

• MKTG2650 - Principles of Advertisng

  This course focuses on advertising via all media - print, digital, video, TV, Internet, etc. Emphasis is placed on understanding the communication development process and consumer behavior (psychology), the measurement and evaluation of advertising effects, and developing appropriate media plans.

• MKTG3530 - Business of Wellness

  Wellness relates to the active pursuit of activities, choices, and lifestyles that lead to a state of holistic health. The global wellness industry represents a rapidly expanding, multi-trillion-dollar market. The purpose of this course is to provide a better understanding of the marketing of wellness brands, services, and products and the consumer behavior of wellness. Throughout the course, we will explore: 1) The evolution of the wellness industry and its various sub-industries (e.g., fitness, beauty, mindfulness, mental health, food/drink, tourism, etc.); 2) How organizations “sell wellness” through marketing strategies and tactics; and 3) “Consuming wellness,” or the consumer psychology and behaviors that contribute to or detract from one’s personal wellness. We will also consider significant ethical and moral issues in the wellness industry, and how consumers can be more discerning of wellness offerings. These topics will be explored through the specific lenses of marketing, consumer culture, and consumer psychology. By the end of the semester, students should have a better understanding of the wellness industry, including its various stakeholders, evolution, the business opportunities and challenges, and consumer behaviors.

• MKTG7110 - Consumer Behavior

  Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, and customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.

• MKTG8990 - Independent Study

  A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.

• WH2980 - Topics Intl Bus Developm

  This short-term international business course gives undergraduate students an amazing global opportunity featuring business-site visits, lectures at partner schools, cultural excursions, and networking opportunities with undergraduate students and business contacts from the destination countries. In addition to learning about another country's business environment and culture, students earn 0.5 course units that can be used towards business-breadth or elective credits.

Knowledge at Wharton

• Ibrahim Khan, Global Vice President Marketing at The Coca-Cola Company, Knowledge at Wharton - 8/15/2024
• Ciara Dilley, VP of Marketing for Global Brands at PepsiCo, Knowledge at Wharton - 6/27/2024
• Charlotte Tansill & Adam Kornblum on CeraVe’s Super Bowl Ad Campaign, Knowledge at Wharton - 4/18/2024
• Emily May, President, Co-founder, and Lead Executive Officer of Right To Be, Knowledge at Wharton - 3/21/2024
• Erica Martin, Marketing Communications Manager, Ford Brand, Knowledge at Wharton - 3/21/2024
• Anna Banks, Senior Vice President, Personalization and Performance Marketing at Sephora, Knowledge at Wharton - 11/2/2023