BA 412 - Consumer Behavior

4 credit(s)
An essential component of marketing is consumer insight and a successful marketing strategy must be built around an understanding of consumers. This course provides the student with that understanding of consumer behavior in the marketplace and a detailed analysis of factors that influence purchasing behavior. An interdisciplinary approach is used from such fields as economics, psychology and sociology. The course covers the major topics including attitudes, impulsive vs. deliberative purchase, motivation, perception, brand loyalty, self and identity, and product satisfaction. As we learn to characterize and predict consumer behavior, we will also discuss implications for designing and implementing marketing strategies.

Prerequisite(s): BA 309 with minimum grade C-.