Marketing
MKTG 4506: Consumer Behavior
Lecture - 4 credits
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- Incorporates the latest research in marketing, psychology, and other behavioral sciences to help students develop evidence-based strategies for predicting and influencing consumer behavior.
- Consumers are at the center of the business value creation process; therefore, an understanding of consumer thoughts, feelings, and actions is critical for business success.
- Offers students an opportunity to learn how to successfully target the right audience by conducting and interpreting market research; shape thoughts by getting consumers’ attention and making a lasting impression; influence attitudes by applying principles of persuasion and social influence; and impact consumer decisions by harnessing motivations and drivers of behavior.
Incorporates the latest research in marketing, psychology, and other behavioral sciences to help students develop evidence-based strategies for predicting and influencing consumer behavior. Show more.