Exploration and analysis of research evidence from marketing and behavioral science relevant to a theory of consumer behavior. Emphasis also given to research methodologies. Prerequisites: BSAD 150; Business Administration major or minor; minimum Junior standing.
Dates: May 18 - June 12, 2020; Pre-req: BSAD 150.
The purpose of this course is to study the process of consumer choice, its determinants, and its implications for marketing strategy. The influences on consumers' attitudes and choices are of great interest to marketers, as well as to public policy makers and advocacy groups. The study of consumer behavior draws from concepts, principles, and theories from various social sciences (e.g., psychology, social psychology, sociology, anthropology, etc.). As such, this course is designed to introduce students to the principles and application of these concepts. Specifically, the objectives of this course are to: 1) provide you with an understanding of the main factors that affect consumer behavior; 2) introduce you to consumer behavior terminology and concepts; and 3) emphasize the implications of consumer behavior for marketing activities. The class is also designed to enhance your communication skills and build up your understanding of the dynamics of working with others. These are skills marketing managers need to succeed in the workplace.
This online course combines lecture material and discussion formats (using the online tools). Readings include material from the text and a required case packet.
Grades for this course will be based on the following: two exams, two individual case analyses assignments, and class participation through the online discussion board and blog.
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