MKTS 305 - Buyer Behavior

Institution:

Point Park University

Subject:

Description:

Understanding decision processes and the buying behavior of consumers and organizations guides development of marketing and sales initiatives. In this course, concepts, theories, and frameworks will be introduced to understand buyer behavior and its implications for marketing and sales decision-making. Prerequisite: MKTS 205 Course Objectives (1) Describe concepts , theories, and frameworks related to buyer behavior in the marketplace. (2) Differentiate organizational markets and business buyer behavior from consumer markets and consumer behavior. (3) Examine the relationship of buyer behavior to marketing decisions, including target market selection and the design of a marketing program. (4) Critique marketing strategies within the context of desired buyer behavior.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.pointpark.edu

Phone Number:

(412) 391-4100

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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