MK 617 - Consumer Behavior

Credits: 4 credits
Students investigate comprehensive multi-disciplinary, theoretical views of consumer behavior and apply them to marketing communication contexts. Strategic marketing communication requires sophisticated analyses of consumer behavior that facilitate segmentation, targeting, and positioning efforts. Students learn about the determinants and outcomes of consumer behavior through the application of theories from disciplines such as psychology, sociology, marketing, and communication. Case studies, exercises, and primary research help students understand the complexity of consumer behavior given intrapersonal, interpersonal, and situational influences.