MK 346 - Consumer Behavior

(3.00 cr.)

Prerequisite: MK 240 or BH 240 . Restricted to sophomores, juniors, or seniors. Considers multiple perspectives on consumer behavior, including psychological and sociological, and highlights how understanding consumers can inform marketing strategy. Considers the many facets of consumers as unique individuals and decision makers, the social and cultural influences on consumer behavior, and the ethical responsibility of marketers.