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Nov 03, 2024
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MKTG 314 - Consumer Behavior Units: 3 Major concepts, theories, and applications of consumer behavior. Focus on the “why” of marketing- why consumers prefer certain products and services to other alternatives and the techniques that marketers use to understand and influence consumer’s needs and wants.
Equivalent Quarter Course: MKTG 4417. Possible Instructional Methods: Entirely On-ground, or Entirely Online. Grading: A-F grading only. Course Typically Offered: Fall & Spring
Student Learning Outcomes - Upon successful completion of this course students will be able to: - Identify the scope of consumer behavior and understand its dynamic nature.
- Demonstrate an understanding of fundamental concepts and theories in consumer behavior.
- Examine how individual characteristics, social and cultural factors, and situational factors influence the consumption process.
- Describe the different consumer decision processes and understand when to apply the appropriate process.
- Build data collection instrument(s) to collect and analyze primary data.
- Communicate the detailed analysis of consumer product or service choice in both verbal presentation and written report
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