MKTG 4120 - Consumer Behavior

3 hours

A survey of individual and organizational decision making in the acquisition, consumption and disposition of goods and services, with selected applications in market segmentation, marketing communications and marketing management. Topics include consumer and organizational behavior models and decision processes; internal influencing forces of motivation, perception, learning, personality, lifestyle and attitudes; external influencing forces of culture, subculture, demographic, social class, reference group and household.

Prerequisite(s): MKTG 3650 or MKTG 3651.

Course specific fees (in addition to tuition and mandatory):
Academic (AF) per hour: $15.50