MKTG 614 - Buyer Behavior

Units: 3
Theories, concepts, methods, and empirical findings regarding buyers’ decision making processes and choice behavior from buyers, marketers, and public policy makers’ perspectives. Lectures, discussion research articles, case analysis, and research project emphasized.

Prerequisites: MKTG 607.
Equivalent Quarter Course: MKTG 6410.
Possible Instructional Methods: Entirely On-ground, or Hybrid.
Grading: A-F grading only.
Student Learning Outcomes - Upon successful completion of this course students will be able to:

Develop an understanding of the decision-making process buyers engage in when buying different types of products. Identify and comprehend the role of different personal, sociological, environmental factors and marketing mix variables that influence consumers’ decision making process.
Apply conceptual knowledge and analytical skills to systematically analyze buyer behavior.
Recognize legal and ethical issues related to buyer behavior.
Apply the knowledge about buyer behavior in making strategic and tactical marketing decisions.