Consumer Behavior

Course Code
MKT 313

3 hours
(MKT 300 or 302) AND [(BBA Junior or Senior) or Ross Minor or Entrpreneurship Minor or cappo (MRST) Student or non-Ross senior]

Consumer Behavior --- Formulation of appropriate and effective marketing strategies must begin with a clean and accurate understanding of consumers. This includes an understanding of consumer needs and wants, the process by which they are satisfied, and the environment in which the behavior occurs. The objectives of the course are as follows: (1) to introduce the student to concepts developed in psychology, economics, and sociology and their relationship to consumer behavior, (2) to involve the student directly in the study and analysis of consumer behavior, and (3) to develop in students the ability to translate what can be learned into marketing action implications.