MKTG 475: Consumer Behavior |
This course encourages the student to develop an understanding of the consumer from the perspective of the marketing manager. The course explores the factors that affect the consumer, which range from a macro level (the effect of the physical and social environment on the consumer) to a micro level (knowledge, attitudes, and actions of the individual consumer). Segmentation, positioning, and marketing mix strategies are discussed in relation to consumer behavior theories. Mini-projects are assigned to allow the student to apply theoretical concepts to real world experiences.
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