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.

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