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May 21, 2024
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2022-2023 Catalog [ARCHIVED CATALOG]
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MKTG 230 - Consumer Behavior
PREREQUISITES: MKTG 101 - Principles of Marketing
PROGRAM: Business Administration
CREDIT HOURS MIN: 3
LECTURE HOURS MIN: 3
DATE OF LAST REVISION: Fall, 2014
Studies basic principles of consumer behavior which offers insight into the buyer-seller relationship. Application of theories from psychology, social psychology and economics are examined. Course examines concepts that have implications for marketing management decisions.
MAJOR COURSE LEARNING OBJECTIVES: Upon successful completion of this course the student will be expected to:
- Define consumer behavior and examine its relationship to the marketing mix.
- Summarize the factors that affect consumer behavior including consumer motivation, lifestyle, product quality, economics, advertising, and buying habits.
- Interpret the consumer decision process in relation to consumer buying habits.
- Discuss and analyze the buyer’s psychological and social psychological actions and reactions.
- Explain how consumer behavior principles can be applied practically to the professional practice of marketing.
- Apply the concepts of consumer behavior that affect marketing management decisions.
- Explain the ethical and societal implications of consumer behavior in marketing.
COURSE CONTENT: Topical areas of study include -
- Consumer motivation
- Lifestyles
- Attitudes
- Buying habits
- Social actions
- Social media
- Marketing mix
- Marketing management
- Groups
- Decision making
- Communication
- Social class & Income
- Cultural influences
- Ethics
- Personality
- Lifestyle
- Values
- Perception
- Learning
- Memory
- Motivation
- Affect
- Self
Course Addendum - Syllabus (Click to expand)
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