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.
