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MRK 2236 Consumer Behavior

This course is designed to enable students to acquire an understanding of the purchasing decision process for individuals, families and organizations. Psychological, societal, and cultural influences on consumer decisions will be studied. Marketing strategy implications of conceptual constructs will be discussed throughout the course.

Division: Business and Public Services
Department: Marketing
Repeatable Credit: No
Offered Online: Yes

Prereqs: MRK 2100 OR MRK 2101 


  • Interpret consumer behavior issues and apply technology to solve marketing problems.
  • Describe the decision and purchasing process of consumers and other buying units such as individuals, families or organizational buying centers, and their relationship to effective marketing.
  • Describe the complex nature of consumer behavior and relate the contributions made to its understanding from disciplines such as economics, psychology, and sociology.

Credit Hours: 3

Classroom Hours: 3