MKTG 545 - Consumer and Buyer Behavior

(3 credits)
Prerequisite: ACFI 200; and ECON 500 or ECON 101 and ECON 102; and ECON 501 or ECON 210; or waiver
See Addenda to the 2022/2023 Catalog for changes to this course effective Spring 2023

This course uses concepts from the behavioral sciences for identifying market segments, predicting customer response to alternative marketing strategies, developing marketing strategies for specific consumer markets, and modeling consumer decision making. Theories and applied research from marketing and the social sciences are considered to enable marketers to better understand customers and meet their needs. Key course concepts include decision process of buyers, factors affecting purchasing decisions and customer satisfaction. Implications for marketing strategies (e.g., market segmentation, product design and promotion) are examined. Offered alternate years. (Formerly MGMT 545)