| Course ID: | MARK 7450. 1.5-3 hours. |
| Course Title: | Consumer and Organizational Behavior |
Course
Description: | Processes and sources of influences that affect consumers'
information processing, judgment, and decision making in
consumption contexts. Students will be exposed to a variety of
concepts and theories from the consumer behavior literature
with the objective to better understand how consumers interact
with the marketing environment in shaping their purchase
decisions. |
| Oasis Title: | CON & ORG BEHAVIOR |
| Duplicate Credit: | Not open to students with credit in MARK 8450 |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Students will be exposed to a series of key concepts from
marketing, psychology, sociology, and economics and will study
the interplay of these concepts with marketing strategies and
tactics. By understanding how consumers make decisions,
students will learn how marketers can affect the path of a
purchase decision by influencing attitudes, perception, and
memory, for example, which will ultimately lead consumers to
more favorable judgments of a brand over competing brands. |
| Topical Outline: | The consumer decision process
Motivation
Attitude and attitude change
Persuasion
Affect
Attention and perception
Learning and memory
Personality and social/interpersonal influence
Judgment and decision making (decision biases) |