Description
The examination and application of consumer behavior is central to the planning, development and implementation of marketing strategies. This course provides students with an understanding of consumer behavior, using theory and concepts drawn from the social sciences combined with a real world focus on market applications for today?s complex and challenging business environment. This course takes a strategic look at the impact of the new media and the digital environment on consumer behavior, and the marketer?s ability to capture and utilize consumer data to help develop effective marketing programs. Prerequisites: BUS 510.