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Apr 27, 2024
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MKT 634 - Consumer Behavior & Mgr Dec Mkg
Investigating the topic of consumer behavior and providing an awareness of the issues, theories and analytic tools used by businesses in marketing goods and services to consumers. The course explores the consumer behavior processes, decision making theories, external (i.e. things like families) and internal (e.g. things like attitudes) influences on consumer behavior. Special emphasis is placed on understanding how all of these issues impact the formulation of marketing strategies and programs.
Requisites: MKT 631B (Required, Previous).
Credits: 3 cr
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