MKTG 310 - Consumer Behavior

3 Credits
This course provides a comprehensive examination of consumer buying behavior as it relates to marketing strategy. Students learn current economic, psychological, and sociological factors that help explain consumer behavior; examine models, theories, and research that relate to consumer behavior; and apply consumer behavior principles to target marketing.

Prerequisite(s): MKTG 211
Course Learning Outcomes:
1. Develop strategies to increase consumer involvement in buying situations.
2. Distinguish among the various types of consumer behavior research models.
3. Illustrate personal motivation and involvement to the consumer buying process.
4. Illustrate interpersonal determinants to the consumer buying process.
5. Interpret the roles that race, culture, age, and income among others play in predicting consumer behavior.
6. Associate learning, memory, and reinforcement to the buying behavior process.
7. Describe the demographic and geographic characteristics of the U.S. population and their effect on consumer buying behavior.
8. Describe the steps in the consumer decision-making process.