Syllabus - MKTG330

MKTG330 - Marketing Behavior

Description:
An understanding of consumer decision processes is developed through application of the behavioral sciences. Organizational decision-making processes are also considered. The implications of these processes are also considered in relation to marketing, organizational strategies, and decision-making.

Outcomes:

  • Evaluate the impact of culture on consumer behavior
  • Analyze the impact of demographics and demographic changes on purchasing behavior
  • Examine how internal influences drive consumer-purchasing patterns and behaviors
  • Investigate how situational influences affect the consumer decision-making process
  • Determine how consumer perceptions affect channel preference and product choice
  • Compare and contrast consumer behavior and organizational behavior
  • Comply with laws that regulate marketing activities

Required Text(s):

Babin, B., & Harris, E. (2018). CB 8: Consumer behavior (8th ed.). Boston, MA: Cengage Learning.
ISBN: 9781305577244.