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MKT 661 - Consumer Behavior

  • 1 credit
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A successful marketing strategy is built on a good understanding of consumers.  Even the most elaborate marketing strategy runs the risk of being useless if it ignores some fundamental facts about how people perceive and process information, form attitudes, and make decisions.  This course will draw from research in psychology, anthropology, sociology, and economics to help you understand why consumers act as they do.  You will learn how to characterize and predict consumer behavior, then leverage that learning for designing and implementing marketing activities. 


BUS 655 (Marketing Management); Must be enrolled in one of the following Levels: Graduate (GR) OR Professional (PR).

Textbooks and Materials

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