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MKT 301

Course Code

301 MKT

Course Title

Consumer Behavior

Course Credit

3 hours

Prerequisite Course

MKT 201

Course Level

4

Course Description

This course focuses on the study of the buying and consumption behavior of individuals and families and the various factors influencing their buying decisions including cultural, social, psychological, and situational factors. It discusses the principles, concepts, and theories that stem from other social sciences such as psychology, social psychology, sociology, cultural anthropology, economics, and others, and apply them to the purchasing and consumption behavior of individuals. The course gives special attention to the ways in which these principles, concepts, and theories can be applied effectively to marketing strategies.

Course Material

Hoyer, W. D. Hoyer & MacInnis, D. J. (2008). Consumer Behavior. 6th edition. South-Western, CENGAGE Learning.

Reading Recommendation

Assael, H. (2003). Consumer Behavior- A Strategic Approach. Houghton Mifflin Company.

Hawkins, D. I. , Best, R. J. , Coney K. A., & Mothersbaugh, D. L. (2009). Consumer Behavior. McGraw-Hill/Irwin.

Coarse Language

English

تاريخ آخر تحديث : يناير 12, 2023 12:51ص