3 credit(s) An advanced marketing course designed to provide students with in-depth knowledge of the fundamentals of consumer behavior, with emphasis on the consumer in the marketplace, consumers as individuals, consumers as decision makers, and consumers as influenced by culture and subculture. A critical examination of consumer behavior theories and research will be undertaken. Further emphasis will be placed on understanding the application of consumer behavior concepts in a competitive, dynamic, and global business environment.
Prerequisite(s):MRKT 212 or permission of the instructor. Attribute: BUS, MRKT