MKTG 2340 - Consumer Behavior

Course Description
Knowing what makes customers tick is one key to business success. This course explores different elements that influence the consumer decision-making process and the subsequent impact on marketing activities. Topics include consumer behavior and customer research; consumer archetype and marketing segments; environmental influences (internal and external); individual determinants; decision-making/buying processes; and information research and strategy evaluation. A variety of approaches to learning will be used, including discussions, contemporary case activities, self-reflection, research and individual and group work assignments. The focus is on practical implications of this knowledge for the marketer.

3 Credits:

Prerequisite(s):
MKTG 1060
Equivalent Course(s):

MKTG 340