Good marketing practice requires an understanding of consumers: their needs, why they buy, and how they buy. this course draws on the fields of psychology, sociology, economics, demography, and anthropology to study the various internal and external influences on consumer behavior and decision making. Topics include: perception, memory and learning, motivation, attitudes and attitude change, involvement, cultural and cross-cultural influences, communications and influence tactics, and customer satisfaction.
[(BUS 371 with min. grade of D)]