BUS 289◊ Consumer Behavior

3 credits

Last Update Effective: 8/21/11

Designed to link the conceptual foundations of consumer behavior with strategic marketing applications. After initially establishing a basic model of consumer decision making as an organizational framework, the students will relate it to strategic applications in key areas, particularly segmentation, positioning and communications. The consumer's psychological, economic and socio-cultural actions and reactions are emphasized, as they relate to a better understanding of consumption. Web-based applications of consumer behavior concepts are covered in detail. (formerly MKT)

Prerequisite: BUS 127◊ or concurrent enrollment

Lecture: 3 hours