MRKT 2710 - Consumer Behavior

Marketing, Management & Finance
Previous Course Number: MRKT 204

This course examines the key factors, both internal and external, that influence consumer decision-making. Internal influences such as consumer motivation, personality, perception, learning, and attitude formation are examined in detail. External factors including social, cultural, and cross-cultural determinants of consumer decision-making are studied as well. The course also includes a discussion of the roles of ethics and social responsibility in the context of consumption. The course will give students an appreciation of how consumer characteristics and consumption patterns will impact marketing decisions, and how this knowledge can be used to develop effective marketing programs.
credit(s): 3
Prerequisite(s): MRKT 1550