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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 

Outcomes

  • Analyze consumer behavior issues and visualize insights using marketing communications technology.
  • Evaluate the decision-making and purchasing processes of consumers and other buying units and their impact on effective marketing strategies.
  • Assess the complex nature of consumer behavior and apply interdisciplinary insights to explore the roles of economics, psychology, and sociology in shaping individual purchasing behaviors.

Credit Hours: 3

Classroom Hours: 3