CONSUMER MARKETING

Catalog description

This course provides an integrative study of consumer behavior drawing on the behavioral sciences (e.g. psychology, sociology, anthropology, economics) to enhance marketing strategies and decision making. Behavioral science, marketing strategy and marketing research concepts and principles are applied to understand the consumer purchase process. (Concepts include social class, reference groups, family, sub-cultural and cross-cultural influences, learning theory, motivation, perception, attitudes, personality, brand loyalty, and diffusion of innovations.) This course will also focus on ethical issues and environmental factors influencing international consumer behavior such as technology, public policy, and globalization.