MRKT 333 Consumer Behavior

This course identifies key concepts in the field of consumer behavior, drawing from psychology, sociology, anthropology, and economics. Marketing begins and ends with the consumer, thus marketing managers must understand the buying habits of their target market to be successful. Students approach the subject from both a managerial perspective and a consumer perspective in order to understand influences of marketing on their own behavior, as well as that of others. External and internal forces shaping self-concept and lifestyle that stimulate needs and desires in decision-making are identified as students apply theories to real buying situations and develop marketing strategy through a hands-on experience.