Consumer Analysis
MGT 462
Course Description:
The first of two sequentially-linked courses studying consumption behavior. This course covers the decision-making phase of purchasing and the cultural and social factors that impinge on this decision. In MGT 562, Consumer Satisfaction/Dissatisfaction & Loyalty, the post-decision phase of consumption and its management will be studied with a greater focus on customer retention. Essentially, marketing is an attempt to influence consumer purchasing. As such, this course seeks to provide insights into consumer pedagogies (e.g., psychology, sociology, social psychology) used in developing effective marketing strategies. In addition to learning how a deeper appreciation of consumer behavior analysis can inform the design of effective marketing, you will also gain a better understanding of your role in marketing influence.
2 Credit(s)
Prerequisite(s):
Subject Area(s):
- Marketing
Program(s):
- MBA
Please Note: Not all courses are scheduled each semester. Complete class schedules are available upon enrollment.
