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.
Athena Title
Consumer Buyer Behavior
Equivalent Courses
Not open to students with credit in MARK 4100
Non-Traditional 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