MKT 431: Consumer Behavior

Pre-reqs: MKT 311 (or MKT 211), MKT 330 & MKT 331 Sr. Standing, Marketing Majors or Minors Only

An examination of consumer psychology and behavior in marketplace contexts. The course explores how consumers process information, make decisions, form attitudes, and are influenced and persuaded by marketing activities. Emphasis is placed on applying consumer behavior theories and research to understand consumer decision making, and develop effective marketing strategies through collaborative projects.