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MKT7550

CONSUMER BEHAVIOR

MKT7550

Course Description:

MKT7550 Consumer Behavior In-depth analysis of factors that affect purchase decisions in the marketplace. Applies behavioral and social science concepts to the study of buyer behavior. Focuses on the use of knowledge of buyer behavior in marketing decisions. Emphasizes theory, application, and ultimate consumer and organizational buyer behavior. Special attention given to exploring and evaluating buyer behavior research, the role of models in explaining behavior, influence of buyer behavior on development of marketing programs, and issues of consumer protection as they affect marketing strategy. Prerequisite: MKT7200 or MKT7800 This course is typically offered in the following semester: Fall and Spring

Department:

Marketing

Course Level:

Graduate Elective (Grad)

Course Credits:

3

Course Programs:

Graduate