BUSN 610 Consumer Behavior in Marketing
This graduate-level course delves into the study of consumer behavior as a cornerstone of effective marketing strategy. Students will explore the psychological, sociological, and cultural factors that influence consumer decision-making processes and purchasing behaviors. Through a blend of theoretical frameworks, empirical research, case studies, and practical applications, learners will gain insights into understanding consumer motivations, preferences, and attitudes, enabling them to develop targeted marketing strategies that resonate with diverse consumer segments.
Offered
Summer