MKT 3550 - Consumer Behavior

Institution:

Babson College

Subject:

Description:

4.00 credits MKT3550 Consumer Behavior (General Credit) This interdisciplinary course discusses the consumer as the focus of the marketing system. Course stresses the use of knowledge about consumer behavior in marketing decisions. Examines the contributions of anthropology, sociology, psychology, strategy, and economics to the understanding of consumer buying behavior. Explores individual behavioral variables (needs, motives, perceptions, attitudes, personality, and learning) and group influences (family, social groups, culture, and business) as they affect the consumer decision-making process. Analyzes how marketing programs, especially the communications mix, can be developed to reflect a commitment to providing consumer satisfaction. Prerequisite: IME2322 or MCE2313 This course is typically offered in the following semesters: Fall, Spring, and Summer I

Credits:

4.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.babson.edu

Phone Number:

(781) 235-1200

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Semester

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