Description
This course will provide students with an understanding of consumer behavior that is essential to strengthening marketing knowledge and developing marketing strategy. The course employs a cross-disciplinary approach (marketing, economics, psychological and sociological theories) to understand consumer attitudes and behavior and to analyze customer reaction to products and services. This course will help students improve comprehension of the marketing environment, the marketer and the consumer through various aspects of the marketing program. Prerequisite: BUS 330.