BUS 626 - Consumer Behavior

Prerequisite, BUS 605, or EMBA 605. This course will provide students with a conceptual understanding of the fundamentals of consumer behavior and its role in the development of marketing strategy. This course will examine sociological and cultural foundations of the field and consumer behavior and the relationship of these theories to managerial decisions. The course will be taught from the perspective of the marketing manager who needs knowledge of consumer behavior to develop, evaluate and implement effective marketing strategies. (Offered every year.) 3 credits