This course will examine and apply the principles of consumer behavior to the development and implementation of marketing strategies. The course focuses on the impact of the new media on consumer information seeking, purchasing options, and decision making, while recognizing that consumers now have fast and convenient access to information about virtually any product or service they may wish to purchase. This course also investigates marketing ethics and social responsibilities.
Prerequisites: MKT 305 or equivalent with a grade of “C” or better.
Title: Consumer Behavior, 11th Ed., 2014
Author: Schiffman and Kanuk
ISBN-10: 0132544369 / ISBN-13: 9780132544368