MAR 3503 Consumer Behavior

A study of the external and internal factors underlying consumer buyer behavior, including pre-and-post purchase attitudes and behavior patterns, information processing relating to the functional areas of marketing and the buyer's decision-making process. The course emphasizes on how these behaviors are influenced by principles of learning, motivation, personality, perception, and group influence, and relating such understanding to issues in product design/development, positioning, pricing, promotions, advertising, segmentation, and distribution channels to the development of marketing strategies to encourage a positive consumer response. (3 hrs. Lect.)

Credits

3

Prerequisite

Completion of all lower-level coursework

Distribution

BUS