MKTG330 - Consumer Behavior

Description:
Marketing activities – advertising, product development, distribution, pricing, and strategy – aim to influence consumers to buy our goods, engage our services, support our cause, or vote for our candidate. An understanding of the drivers of consumer behavior is essential for the successful development and sales of goods and services. If we understand consumer behavior, we can begin to predict consumer behavior under differing conditions. And if we can predict consumer behavior, we can modify conditions to influence that behavior. In this project-based course, you will apply consumer behavior concepts, principles, and theories - primarily derived from the social sciences fields - to influence the acquisition, consumption, and disposition of products, services, and ideas.

Outcomes:

• Examine the consumer decision-making process to determine how consumers arrive at a purchase decision.
• Evaluate how social, cultural, personal, psychological, and situational influences impact consumers’ decision-making.
• Link an observed consumer behavior to a consumer behavior theory, construct, or model.
• Develop recommendations to influence an identified consumer behavior.

Required Text(s):

Babin, B., & Harris, E. (2022). CB 9: Consumer behavior (9th ed.). Boston, MA: Cengage Learning. ISBN: 9780357518311