MRKT 3530 Buyer Behavior

3 semester hours

This course is designed to refocus the student on the buyer as the object of marketing programs. Social science concepts (from psychology, sociology, anthropology, and economics) are used to examine influences on buyer behavior, as well as to study the buyer decision process itself. Emphasis will be put on how marketers use this knowledge to develop their overall strategies.

Prerequisite: MRKT 3510 .