MAKT 302 Consumer Behavior – 3 hours credit – The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketers. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. Key to the course is demonstrating how an understanding of buyer behavior can help to improve strategic decision making. Pre-requisite(s): MAKT 301.
LEARNING OUTCOMES
Upon completion of Consumer Behavior, each student will:
- Have an understanding of the role and function of consumer behavior within the discipline of marketing as demonstrated in class, on exams, and in completing the final project.
- Have an understanding of the “wheel of consumer analysis” and the interrelationships between the components of affect and cognition, behavior, environment, and marketing as demonstrated on exams and in the final project.
- Be able to recognize the use of concepts and theoretical models of consumer behavior in specific marketing situations as demonstrated using practical examples.
- Have a practical understanding of ethical practices when making marketing decisions in marketing consumer goods and services.
- Use practical application of consumer behavior concepts in analysis of cases and problems; and use creative, critical thinking in applying consumer behavior knowledge to develop marketing strategies as demonstrated in the final paper.
- Identify findings in psychology and other social sciences of most relevance to marketing,
- Be able to evaluate consumer behavior research evidence that you encounter in the future, either in your own or others’ research, and
- Demonstrate how as a marketer you can use your knowledge of consumer behavior concepts to develop better marketing programs and strategies to influence those behaviors.
- Demonstrate skills to critically evaluate the effectiveness of various advertisement and promotions and their attempts to influence the behaviors of individuals.
- Demonstrate ability to analyze the trends in consumer behavior, and apply them to the marketing of an actual product or service.
- Have experience using the most important techniques for understanding the consumer.
- Have an understanding of factors the help marketers and communicators create strategy and messages to better reach their target audiences and persuade them to purchase a product, adopt a cause, call a hotline, or perform another desired response.
- Critically explain the role of consumer behavior as an essential element of the marketing process
- Classify, segment and compare different tools and models of consumer research
- Assess the role of consumers as decision-makers
- Understand consumer behavior as a mirror of cultural, social and environmental determinant