MKT 400 - Consumer and Business Buyer Behavior

3 Credit(s)

This is a marketing elective that analyzes in detail the qualitative and quantitative factors contributing to the thought processes, feelings, and behaviors of individual consumers and business organizations. The course critically examines the contributions of economics, marketing, and related behavioral disciplines to modern consumer behavior theories to deduce and predict consumer behavior of firms and individuals. Topics include a review of cultural, social, personal, and psychological factors influencing behavior. Problems and contributions of modern psychoanalytic theory and motivation research are studied from the perspective of their impact on improved marketing decision making. Students are introduced to current research trends in the discipline as reflected in the leading academic marketing journals. The course requires an in-depth research paper investigating a current consumer behavior topic.
Prerequisite(s): MKT 300. Students may not receive credit for both MKT 400 and PSY 203 (Consumer Behavior and Advertising).