CONSUMER BEHAVIOR

MARKETNG 710

An overview of the marketing research process from a methodological perspective. Topics: Research design, data collection procedures, sampling and data analysis.

MARKETNG 305

Consumer behavior is a broad field that studies how individuals, families and groups acquire, consume, and dispose of goods, services, ideas and experiences. Provides an integrated view of consumer behavior that draws on psychological, economic, anthropological and sociological perspectives to enhance understanding of consumer acquisition processes.

MARKETNG 725

Explores the critical role of 'Place' within the marketing mix, focusing on how to effectively design, implement, and manage the marketing channels that make products and services available at the right place, time, and value proposition. Covers identifying customer needs, aligning them with the strengths of various market intermediaries, addressing conflicts associated with direct-to-consumer strategies, and understanding incentivization, power dynamics, and control. Delves into managing relationships, the role of brands, and the transition to an omnichannel environment.

CNSRSCI 657

Analyses from social and psychological perspectives. Motivation, perception, learning and attitude formation. Effects of social class, family structure, cultural backgrounds and reference groups.

MARKETNG 700

Provides a framework for evaluating marketing problems and developing a marketing strategy. Customer, competitor, and collaborator factors are emphasized as foundations for marketing decision-making. Examines the key aspects of product, pricing, distribution, and promotion strategy.