Aug 14, 2020
MKT 468 - Consumer Behavior
An introduction to analysis of the consumer as a basis for marketing decisions. The analysis concerns who buys what, how the consumer uses the product, the significance of the product to the consumer, and the buying process.
Prerequisites: MKT 362 with a grade of C or higher and admission to a College of Business major AND completion of the College of Business Foundation courses (ACCT 251 and ACCT 252 and BUS 221 and BUS 241 and MATH 153 or MATH 154 or MATH 170 or MATH 172 or MATH 173 and ECON 201) with a minimum C- grade in each course and a minimum collegiate GPA of 2.25.
Upon successful completion of this course, the student will be able to:
Learner Outcomes Approval Date:
- Critically analyze the internal and external influence on consumption, and correspondingly identify appropriate branding and product strategies.
- Evaluate various theoretical frameworks for explaining buyer behavior.
- Identify and apply relevant consumer behavior theories to propose an appropriate brand position for a selected product or service.
- Identify and apply relevant consumer behavior theories to evaluate their own consumption.
- Identify the differences between individual buyer behavior and organization buyer behavior.
- Apply the basic principles underlying human behavior to a variety of business contexts and situations.
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