MKTG 271 Consumer Behavior • 5 Cr.
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