MKT 652 - Consumer Behavior

(3 Credits)

Consumer Behavior is designed to introduce the fundamentals of consumer behavior and its importance in the marketing profession. The primary learning objectives are:

To acquaint the student with the changes and challenges in consumer behavior, including the research process.
To explore the study of consumer psychology that informs consumption-related behavior.
To identify the role of social and cultural dimensions on consumer behavior.
To examine the model of consumer-decision making in such a way as to apply the concepts of consumer behavior in a practical manner.