| Course ID: | MARK 7450. 3 hours. |
| Course Title: | Consumer and Organizational Behavior |
Course
Description: | Decision making processes and consumer choice, individual and group level influences on consumer behavior, and the implications of consumer behavior for marketers. Concepts and theories developed in a variety of behavioral disciplines are applied to understanding individuals and organizations as consumers. Relationship building, customer satisfaction, and customer loyalty are stressed as new marketing strategies. |
| Oasis Title: | CON & ORG BEHAVIOR |
| Duplicate Credit: | Not open to students with credit in MARK 8450 |
| Prerequisite: | MARK 7510 or permission of department |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | The student is expected to learn a variety of approaches for
studying consumer behavior and "hearing the voice of the
market." At the end of the course, the student should have a
good grasp of key concepts such as nature of demand and extent
of demand. Students should be able to answer questions such
as: "Why Do People (and Organizations) Buy the Things that They
Do?" In this regard, students read textbooks and journal
articles. They analyze cases and complete assigned exercises.
There are three main tools used to evaluate a student's progress
and learning: a) written assignments; b) term paper; and c)
class participation. |
| Topical Outline: | The World of Consumers
Organizational Buyer Behavior
The Meaning & Nature of Culture
Consumption Meanings
Learning about Consumers
Consumer Behaviors and Marketing Strategies
Consumer Motives & Needs
Perception
The Self and Selves
Lifestyle
Economic & Social Segments
Interpersonal Influence
Attitudes & Decisions
Acquiring Things
The Meaning of Things
Consumer Satisfaction & Life Satisfaction |