MKTG 350

CONSUMER BEHAVIOR

A. Catalog Entry

MKTG 350. Consumer Behavior.(3)

Three hours lecture.

Prerequisites: MKTG 340.

Semesters offered: Fall, Spring

B. Detailed Description of Content of the Course

Study of theoretical concepts of consumer behavior with

emphasis on conceptual material regarding marketing strategies

and decision making in the private, public, and nonprofit

sectors.

C. Detailed Description of Conduct of the Course

In this course, the student will understand that consumer

behavior is concerned not only with what consumers buy, but

with why they buy it, when, where, and how they buy it, and

how often they buy it. Consumer behavior research takes place

at every phase of the consumption process--before the

purchase, during the purchase, and after the purchase.

D. Goals and Objectives of the Course

At the conclusion of the course, the student will be able to:

(1) understand the dynamics behind the purchasing behavior of

personal consumers and organizational consumers.

(2) foster an understanding of how consumer behavior has

become an integral part of strategic market planning.

E. Assessment Measures

The student's success in this course is based on their

performance on three tests, three case assignments,

participation, and the final exam.

F. Other Course Information

None

G. Review and Approval

DATE ACTION APPROVED BY

09-20-01 Reviewed and Melvin R. Mattson, Chair Curriculum Committee