MKTG 2060 - Consumer Behavior

3.00 Credit Hours

Prerequisites: MKTG 1010

This class explores the process through which consumers make buying decisions. Students develop a deeper understanding of the factors influencing consumer behavior ‑ from individual influences like personality, motivation, and perception ‑ to broad socio‑cultural considerations like economics, ethics, and multiculturalism. After exploring concepts of consumer behavior, the class focuses on practical marketing applications such as creating promotion strategies and retail environments that build loyal relationships with a defined target audience.

(3 contact hrs)

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