MARK 320 - Consumer Behavior

Course Career Undergraduate
Units 3
Approved Hours 3-0-0
Fee index 6
Faculty Business
Department Marketing, Business Econ & Law
Typically Offered either term

Description
Explores the psychology behind consumer behavior and its implications for consumers and marketers. Internal factors (e.g., attention and perception, needs and motivation, learning and memory, emotion) and external factors (e.g., social influence, choice architecture) will be considered to gain theoretical and practical insights. This course emphasizes empirical research and considers how the evolving marketing landscape (e.g., digitization, technology) interacts with basic psychological processes. Prerequisite: MARK 301.