BUS 626P - Consumer Behavior

Prerequisite, Prague MBA program. 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. Letter grade. (Offered fall semester.) 3 credits