MRKT 2120 Consumer Behavior
This course examines the psychological, social, and cultural aspects of consumer behavior. Students will explore how consumers make decisions about products and services, including need recognition, information search, evaluation, purchase, and post-purchase behavior. The course covers individual consumer psychology, social influences, cultural factors, and their implications for marketing strategy. Special attention is given to consumer diversity, innovation adoption, and ethical considerations in today’s marketplace.
Offered
Most Spring terms
Notes