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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.

Description starting Spring 2018

Provides an in-depth look at how consumer thinking impacts the choices they make when purchasing goods and services or adopting ideas and beliefs. The class builds on how these concepts can be used to shape marketing strategy and develop integrated campaigns. Recommended: MKTG 101.


After completing this class, students should be able to:

  • Explore how psychology is a fundamental building block in the field of marketing
  • Consider differences between segments of the population, and the impact on consumer targeting efforts
  • Apply consumer behavior concepts to the design of marketing strategy
  • Evaluate successful and ineffective campaign executions based on appeals to targeted consumers

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Contact info

Bellevue College
3000 Landerholm Circle SE Bellevue, WA 98007-6484 U.S.A.
Work: (425) 564-1000