MKT 415 CONSUMER BEHAVIOR
This course for the marketing concentration focuses on the application of the behavioral sciences to understand consumer behavior. Emphasis is placed on developing an appreciation for the scope of the topic, understanding the essentials underlying consumer behavior and developing an ability to relate such understanding to important issues faced by marketing practitioners. Traditional research-oriented topics include attention and perception, memory, learning, attitude formation, persuasion, motivation, behavioral decision-theory and environmental (e.g., social and cultural) influences. All topic presentations will include a discussion of practitioner-oriented managerial implications.
Prerequisite
MKT 311.
Offered
Offered fall.