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Apr 16, 2024
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MRKT - 230 Consumer Behavior 3
The consumer is the final recipient of all marketing activity. Whether developing an advertising campaign, designing a new product or implementing a promotional strategy, a marketer must have a clear understanding about targeted consumers. The purpose of this course is to introduce students to some of the key conceptual and theoretical foundations relevant to the study of the consumer choice process. Throughout the course, a permeating goal will be to provide students with insights as to how these concepts and ideas ultimately translate into improved managerial and strategic decision making. Current issues will be explored during the course in conjunction with the appropriate theoretical concept. Issues will be examined from the viewpoints of both consumers and marketers.
Pre-requisite(s):
MRKT 205 and SOOL 099 or STOR
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