May 20, 2024  
Undergraduate/Graduate Catalog 2015-2016 
Undergraduate/Graduate Catalog 2015-2016 [ARCHIVED CATALOG] See drop-down menu above to access other catalogs.

MGMT 545 - Consumer and Buyer Behavior

(3 credits)
Prerequisite: MGMT 507 or waiver upon acceptance
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.