BMKT 337 - Consumer Behavior

3 credits (Hrs: 3 Lec.)

This course examines the basic concepts and principles in customer behavior, from determining customers’ needs and wants to providing customer satisfaction and maintaining customer relationships, with the goal of understanding how these ideas can be used to influence marketing decision making. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, and decision-making) and their impact on marketing (e.g., segmentation, branding, customer satisfaction).

Prerequisite(s):

BMKT 325W

or consent of instructor Course generally offered first semester.