BC3 Academic Catalog: 2024-2025
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BUSN 237 - Consumer Behavior 3 Credits: (3 lecture)
Course Description This course provides the student with an introduction to the study of the underlying behavioral processes as they affect consumer buying. Topics to be covered include understanding how consumers encounter, choose and consume products.
Note Spring semester only.
Prerequisite BUSN 214.
Text Mothersbaugh, D., Kleiser, S. & Hawkins, D. (2024). Consumer behavior: Building marketing strategy (15th ed.). New York City, NY: McGraw-Hill.
Objectives The student will be able to:
A. Identify different segments of consumers for most products.
B. Identify internal and external variables that influence consumer decision- making.
C. Describe how having possessions affect and influence the way people feel about themselves and others.
D. Describe how managers attempt to create and serve consumer markets.
E. Integrate consumer behavior models into viable strategic marketing plans.
Content A. Study of consumer behavior
B. Consumers as individuals
C. Social and cultural dimensions of buying behavior
D. Internal and external influences on buying behavior
E. Consumer decision making process
Student Evaluation The student’s final grades will be determined through exams, individual assignments, and team-based activities. Internet assignments will be assigned as deemed appropriate.
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