| Course ID: | MARK 4100E. 3 hours. |
| Course Title: | Consumer Buyer Behavior |
Course
Description: | An overview of what marketers need to know about consumers and
how this knowledge is used to satisfy consumer needs. Consumer
behavior concepts, processes, and models that help explain
differences in consumption behavior and choice are discussed.
Concepts from marketing, economics, and basic behavioral
sciences are introduced. |
| Oasis Title: | Consumer Buyer Behavior |
| Duplicate Credit: | Not open to students with credit in MARK 4100 |
| Nontraditional Format: | This course will be taught 95% or more online. |
| Prerequisite: | MARK 3000 or MARK 3000H or MARK 3000E or MARK 3001 or MARK 3001H or MARK 3001E |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Upon completion of this course, the student should:
• Appreciate the importance of understanding consumer behavior
in successfully applying the marketing concept.
• Possess an initial understanding of why people buy and what
they buy.
• Understand how the disciplines of psychology, social
psychology, sociology,and economics are integrated into the
marketing process.
• Explain internal and external influences on consumption
behavior and on consumer evaluation of product/service providers
• Understand the growing sophistication of consumers and the
challenge for marketers to continually meet changing needs.
• Understand the importance of, and differences between,
consumer behavior patterns and processes in the U.S. and global
markets. |
| Topical Outline: | • Definition and importance of consumer behavior
• Psychological, economic, and social foundations of consumer
behavior
• Models of consumer behavior
• Research designs for understanding consumer behavior
• Economic and social influences on consumer behavior
• Psychological influences on consumer behavior
• Needs, motivation, and values
• Personality and the self-concept
• Consumer decision-making
• Experience, learning, and knowledge
• Online buying behavior |