BUSM702
Consumer Behavior
Prerequisite: BUSM612. Restriction: Must be in Business and Management (Master's) program; or permission of BMGT-Robert H. Smith School of Business. Credit only granted for: BUMK715 or BUSM702. Analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework is a buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats. Focus is consumer behavior; however, principles can also be applied to the decision-making of business.
Spring 2024
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