MKT 311 Consumer Behavior
(Formerly BA 311) This course examines consumer behavior as a fundamental component of the marketing process of identifying and satisfying target customers' wants and needs. It will focus on how and why individuals make decisions to spend their available resources on consumption-related items. It will integrate consumer behavior and marketing strategy by examining the marketing influences of and responses to consumer behavior. Topics include the consumer as an individual and the internal influences on consumer behavior, consumers in their social and cultural settings and the external influences on consumer behavior, the consumer's decision-making process, and the impact on marketing strategy.
Prerequisite(s): MKT 206.