MKT 312 - CONSUMER BEHAVIOR

Institution:

Kutztown University of Pennsylvania

Subject:

Marketing

Description:

This course is a study of the processes of planning, purchasing and the consumption of goods and services by consumers. The course examines the links between behavioral concepts, marketing strategy and consumer decision making. The influences culture, subculture, group dynamics and intra-personal on decision-making will be emphasized. The focus of the course is the application of consumer behavior to the elements of strategic marketing - including market segmentation, product positioning, product development, marketing communications, distribution and pricing. Social and ethical considerations of marketing responsibility to consumers will also be addressed.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.kutztown.edu/

Phone Number:

(610) 683-4000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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