MKTG 377: Consumer Behavior

Course Description

This course explores customers in terms of their motivations, how they form perceptions of brands, how they use these perceptions to make purchase decisions, and issues such as post-purchase satisfaction and loyalty. Marketing efforts are considered in terms of how they influence customers. Prerequisites: (MARKET 371) AND EITHER (Admitted to the School of Business) OR (44 credits and 2.2 GPA). Special course fees may apply.