MKT305 - Consumer Behavior

A thorough understanding of consumer behavior is the bedrock of any successful marketing strategy. Some of the topics to be covered with respect to their effect on consumer behavior include consumer decision-making; attitudes and purchase intentions; cognition and emotion; cultural and social factors; learning theories; attention and perception of marketing stimuli; and involvement. Theories and concepts will be drawn from marketing, psychology, communication, and sociology.

PREREQUISITE(S): MKT204

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