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MKTG 321. Buyer Behavior

Credits: 3
Department: Marketing
Description: Consumer and organizational buying behavior; psychological, economic, and socio-cultural theories as they relate to buying decisions.
Prerequisites: MKTG 220
Semester Offered:
  • Fall
  • Spring
  • Summer
Grading Method: ABCDF

Student Learning Outcomes

1. Identify the major individual, social, cultural and economic factors that influence consumers' decision making processes and motivations.
2. Explain and analyze the stages consumers go through when making consumption-related decisions.
3. Understand the way in which consumers make decisions and be able to assess the strategic implications for marketing managers.
4. Understand the implications of differences in consumer behavior in a global market and apply this understanding to strategic marketing decisions.

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