MKTG 271 Consumer Behavior • 5 Cr.
This course examines the concepts, principles, and theories that describe and explain consumer behavior. This course studies the process of consumer choice, how consumer choice is determined, and the implications for the marketing efforts of businesses. Recommended: MKTG 101.
After completing this class, students should be able to:
- Recognize and describe an understanding of fundamental consumer behavior concepts.
- Discuss and explain how to practically apply this knowledge to marketing management decision making.
- Use consumer behavior principles to become a better consumer through heightened self-consciousness of the marketplace forces at work on them - both the internal/psychological and external/social environments.
- Recognize and describe literature and other information sources on consumer behavior.
- Demonstrate and employ written communication skills.
- Demonstrate and apply oral communication and presentation skills and ability to defend ideas.
- Improve and demonstrate ability to think and write critically and creatively.
- Demonstrate working effectively and efficiently in a team situation.
- Employ research skills on the use of the Internet, e-commerce, and information technology with respect to the changing consumer marketplace.