Consumer and Market Behavior

Catalog description

Consumer behavior encapsulates everything from identifying consumers’ wants and needs to understanding consumers’ post-purchase evaluations. This course provides students with a working knowledge of the psychological, social, economic, and cultural factors that influence consumption related activities and markets. The course addresses key topics related to consumers, such as attitudes, motivation, emotions, health, materialism, culture, branding, persuasion, decision making, personality, satisfaction, and product adoption, among many others. Students will gain valuable experience applying the frameworks discussed in the course to better understand the underlying forces that shape consumer behavior, in order to plan and perform related marketing activities. P: MKT 319 .