National University




MKT420 Principles of Consumer Behavio

Lead Faculty: Dr. Ramon Corona

Course Description

A study of the dynamics of human behavior and how it relates to the purchase decision, the course provides an in-depth view of the many factors that influence the consumer's decision-making process including personality, social groups, culture, values structure, perception, and learning. Course material is related to market strategy development through lecture, case, and field study.

Learning Outcomes

  • Evaluate Internet is changing the ways buyers search for product information.
  • Analyze psychological, cultural, temporal and economic variables as they relate to specific product-purchase situations.
  • Construct a basic model for evaluating consumer behavior variables in relation to cultural diversity and product or service purchase decisions.
  • Evaluate how attitudes are formed towards a specific product.
  • Evaluate the ethical and legal issues involved in segmentation of diverse populations.
  • Apply quantitative and qualitative research findings in the analysis of consumer behavior and write professional assessments.
  • Communicate major marketing concepts in writing and orally using proper business communications techniques.
  • Demonstrate the ability to use on-line resources to research and prepare written and oral assignments.

Prerequisite