MKT 425 Consumer Behavior
This course provides the student with the knowledge of consumer behavior in the marketplace and a detailed analysis of factors that influence purchasing behavior. An interdisciplinary approach is used from such fields as psychology and sociology in the context of business issues. The course covers topics including attitudes, persuasion, motivation, perception, brand loyalty, memory, and product satisfaction. As students learn to characterize and predict consumer behavior, implications for designing and implementing marketing strategies will be discussed. Senior standing. Three credit hours.