2016-2017 Catalog

MKT 305 Consumer Behavior

Presents the processes for performing the analysis of customer behavior in orde to develop effective marketing strategy.  Examines the principles of individual, group, and social dynamics influencing consumer behavior.  Reviews the consumer decision-making process and marketing approaches that can be used to improve consumer sales performance and customer satisfaction.  This course also introduces the impact and influence of social and digital media on consumption choices.