MKT 207 - Consumer Behavior

3 Credits

This course examines how and why people behave as buyers. Students learn how to analyze buyer behavior, consumer motivation, perception, attitudes and influences. Topics include cultural and social influences, advertising and salesperson influence, market segmentation, and the decision-making process. Students will use qualitative methods like focus groups and groupthink projects to evaluate innovative ideas as part of marketing segmentation.

Prerequisites: MKT 101 Marketing.
Corequisite: MKT 101 Marketing.