MRKT 1600 - Consumer Behavior

4.5 Credits

Students will learn the concepts, theories, and principles of consumer behavior specific to how consumers acquire, consume, and dispose of goods and services. Factors that impact this behavior will be explored including marketing, psychology, and economics.

Recommended: MRKT 1010

Lecture Hours: 4.5
Lab Hours: 0.0
Internship Hours: 0.0
Clinical or Practicum Hours: 0.0

Course Objectives

Explain the study of consumer behavior and its implications on consumer decision-making.
Describe the components of consumer value, how value varies with situations, and the impact of value on consumer decision-making.
Identify internal and external factors that influence consumer behavior.
Analyze activities involved in the consumer decision-making process and explain the major categories of decision-making approaches.
Develop an understanding of the decision-making process from needs recognition to disposal.
Develop a practical framework for effectively integrating consumer behavior principles into the marketing mix.
Demonstrate effective marketing communication strategies that influence consumer behavior.

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