Consumer Psychology & Shopper Marketing

MKT3550 Consumer Psychology and Shopper Marketing
(Formerly Consumer Behavior)
4 General CreditsThis interdisciplinary course discusses how the consumer is the focus of the marketing system. Drawing on research from sociology, psychology, strategy and economics, this course focuses on the factors that shape consumer needs and influence buying behavior. The content of the course explores individual behavioral variables (needs, motives, perceptions, attitudes, personality, and learning) and group influences (social groups and culture) as they affect the consumer decision-making process. The objective of the course is to help students understand how to analyze marketing programs, especially the communications mix and market segmentation, to improve consumer satisfaction.

Prerequisites: SME2011 or MKT2000