MKTG 3303 - Buyer Behavior

This course will study the psychological and sociological aspects of both industrial and consumer buyer behavior. This course presents a comprehensive, systematic, and practical conceptual framework for understanding people and groups as consumers-the basic subject matter of all marketing. It draws on the social sciences to evaluate the influence of both individual and ecological factors on market actions. Students discuss relevant psychological and sociological theories and study how they can be used to predict consumers’ reactions to strategic marketing decisions. Basic methodologies for research in buyer behavior are developed and applied. Course emphasis is on developing applications of behavioral concepts and methods for marketing actions. Class 3. Prerequisite(s): MKTG 2503 .