2019-2020 Academic Catalog 
    
    Mar 28, 2024  
2019-2020 Academic Catalog [ARCHIVE]

MKT 6010 - Consumer Behavior


Credits: 3

This course is intended to provide the student with two fundamentals: (a) theory about consumer behavior and (b) an understanding of how consumer behavior concepts can be applied to marketing management (the hunters), to our roles as consumers (the hunted), and to everyday life. The study of consumer behavior uses concepts, theories, and principles from the social sciences to extend an understanding of factors influencing the acquisition, consumption, and disposition of goods, services, and ideas. The student will learn how and why consumers behave by examining how we use products to define ourselves and how this self-concept affects our attention and perception, our motivation to buy, our memory for brands, product and advertising awareness, our brand attitudes, product judgment and choice, customer satisfaction and brand loyalty. (3) Limited to online program students.

Graduate