Consumer Behavior
MKT4360 / 3 q.h.
Understanding the decision process, attitude, and behavior of buyers is essential to developing marketing plans in today's competitive marketplace in which sophisticated customer relationship management approaches are dependent upon knowing the customer. The focus of this course is on the basic concepts of consumer behavior in a variety of contexts. We will consider the major theoretical approaches to consumer behavior and examine how the concepts of affect and cognition, behavior, learning, and the environment can be used to design and maintain an effective marketing strategy. Students will also gain a better understanding of their own buying behavior.
Prerequisite: MGT 4101 Dynamics of Business 1 or PSY 4110 Introduction to Psychology 1.
Term: Winter
Dates: 1/5 to 2/14
Instructor: Staff
Campus: Online
Cost: $903.00
Schedule:
Term: Winter
Dates: 2/17 to 3/28
Instructor: Staff
Campus: Online
Cost: $903.00
Schedule:
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