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Detailed Course Information


Aug 17, 2017
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Information Select the desired Level or Schedule Type to find available classes for the course.

MKT 304 - Consumer Behavior
This course examines the consumer decision making process and the effects of external environmental influences (culture, subculture, social class, reference groups, family, and personal influences) and internal psychological influences on such a process. Focusing on the customer as the key to market success, this course introduces students to the different frameworks of consumer behavior and organizational buying models, and explains how these behaviors are influenced by principles of learning, motivation, personality, lifestyle, perception and group influence. The principles from a number of disciplines are used to explain buying behavior, including: economics, psychology, social psychology, sociology, and anthropology. Prerequisite: MKT201 Introduction to Marketing. [3-0, 3 cr.].
3.000 Credit hours
3.000 Lecture hours

Levels: Undergraduate
Schedule Types: Lecture, Tutorial

Hospitality and Marketing Department

May not be enrolled in one of the following Programs:     
      Freshman Science
      Freshman Arts
May not be enrolled in one of the following Degrees:     
      Executive MBA

Undergraduate level MKT 201 Minimum Grade of D

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