MKTG 271 - Consumer Behavior

5 CR

This course examines the concepts, principles, and theories that describe and explain consumer behavior. This course studies the process of consumer choice, how consumer choice is determined, and the implications for the marketing efforts of businesses.

Recommended: MKTG 101.
Course Outcomes

Explore how psychology is a fundamental building block in the field of marketing
Consider differences between segments of the population, and the impact on consumer targeting efforts
Apply consumer behavior concepts to the design of marketing strategy
Evaluate successful and ineffective campaign executions based on appeals to targeted consumers

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