MK 355 - Consumer Behavior

3 credit hours - This course focuses on the exchange relationships between buyers and sellers. As marketers and consumers, we are active participants in both roles. From the seller’s perspective, a detailed understanding of the consumer is the starting point for the development of a successful marketing strategy. Thus, the emphasis of the class will be to investigate how marketing theory and analytic methods can provide a foundation for evaluating alternative courses of action in decisions involving pricing, promotion, advertising, market segmentation, and other strategic considerations. From the buyer’s perspective, understanding how companies use this information may help us as consumers to achieve more favorable exchange outcomes. Thus, we will also consider issues of public policy and issues of consumer protection. Junior standing required. Prerequisite(s): MK 351