MAKT 286 Understanding the Customer (3 credit hours) – This course introduces the theory of consumer behavior and relates it to the practice of marketing from the standpoint of needs and wants the process by which they are satisfied, and the environment in which the behavior occurs. The course introduces the various concepts developed in psychology, economics, and sociology and their relationship to consumer behavior. Emphasis will be grounded on frameworks on how internal and external influences shape behavior.
Learning Outcomes
Upon the successful completion of this course, the student will have acquired abilities and skills and be able to:
- Identify the key terms, concepts, and theories of consumer behavior.
- Evaluate the principal arguments of consumer behavior; critically assess strengths,
- limitations and applications.
- Apply consumer behavior concepts to real-world marketing problems and develop better marketing programs and strategies to influence those behaviors.
- Analyze the current trends in consumer behavior, and apply them to the marketing of an actual product or service.