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A Customer Analysis Course for the Marketing Curriculum

College of Business Administration at California State University, San Marcos in California.

Customer analysis is an activity that is or should be performed by organizations. The blending of concepts from the traditional consumer behavior course and the marketing research course can provide students with concepts and tools that will enable them to provide useful customer analyses for organizations. The creation of a customer analysis course is also an opportunity for business schools to make their programs more closely aligned with the functions and activities of businesses.

Journal of Marketing Education, Vol. 19, No. 2, 2-15 (1997)
DOI: 10.1177/027347539701900202


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