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MKT210 Intro to Consumer Behavior

Lead Faculty: Dr Mary Beth McCabe

Course Description

A study of the dynamics of human behavior and how it relates to the purchasing decision, this course provides a general view of the different factors that influence the consumer's decision-making including, personality, social groups, culture, values structure, perception and learning.

Learning Outcomes

  • Describe how the Internet is changing the ways companies communicate with their customers.
  • Analyze psychological, cultural, and economic variables as the relate to specific product purchase decision
  • Evaluate how attitudes are formed towards a specific product.
  • Describe the advantages and challenges to use a basic focus group project and its outcomes.
  • Identify current legal and ethical standards of practice in marketing.