MKT 3355 - Consumer Behavior

Credits: 4

Marketers base their plans on assumptions about consumer behavior. This course will introduce consumer behavior concepts, theories, models, and research studies to help understand consumers - why they buy and how they make decisions. The course will explore how consumers make choices and judgments, form relationships with brands, perceive and learn information, are impacted by friends and others, form and change attitudes, are motivated to act, and are influenced by a variety of internal ( i.e. individual) and external (e.g. social) factors. Understanding consumer behavior helps companies compete more effectively, design better products for consumers, and ultimately grow their businesses.
Prerequisite(s): MKT 2205