MKTG 3150: Consumer Behavior

3 Credit Hours

Prerequisite: MKTG 3100, and (Admission to the Coles College Undergraduate Professional Program or (60 credit hours with a minimum GPA of 2.00, and in a Coles College Partner Program))
This course examines why people buy what they buy and focuses on understanding the psychological, social, and cultural drivers of purchase patterns, which can be applied to all aspects of marketing strategy. Emphasis is placed on understanding brand awareness, branding, and target audience selection.

Course Learning Outcomes
Goal 1.0 Environmental Factors

Students are expected to:

• Learn about external factors and their impact presented and discussed in class.

• Understand and describe the complexities of marketing decision making in today’s global business arena.

• Apply relevant environment factors in the decision-making process.

• Test successfully over this information

Goal 2.0 Ethics and Values

Students are expected to:

• Examine values and their impact presented and discussed in class.

• Test successfully over this information

Goal 3.0 Analytical Process

Students are expected to:

• Demonstrate problem-solving skills using appropriate analytical techniques.

• Examine the relevance and importance of consumer research in the development of effective marketing strategy.

Goal 4.0 Communication and Collaboration

Students are expected to:

• Assess personal consumer behavior in order to become a more knowledgeable consumer.

• Demonstrate collaboration, leadership and communication skills needed in a business environment through written and oral assignments.

Goal 5.0: Discipline Specific Outcome: Marketing

Students are expected to:

• Illustrate conceptual and theoretical bases underlying the study of consumer behavior.

• Reinforce and extend the student’s understanding of basic marketing concepts (e.g., the marketing concept, segmentation, positioning strategies).