MKT 301
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Course Code |
301 MKT |
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Course Title |
Consumer Behavior |
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Course Credit |
3 hours |
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Prerequisite Course |
MKT 201 |
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Course Level |
4 |
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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. |
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Course Material |
Hoyer, W. D. Hoyer & MacInnis, D. J. (2008). Consumer Behavior. 6th edition. South-Western, CENGAGE Learning. |
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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. |
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Coarse Language |
English |
