3 credit hours
Prerequisite: MKTG 337 and admission to Breech School of Business
This course focuses on application of the behavioral sciences to help understand consumer behavior. Emphasis is placed on understanding the essentials underlying consumer behavior, and developing an ability to relate such understanding to important issues faced by marketing practitioners. Course topics include perception, memory, affect, learning, persuasion, motivation, behavioral decision theory and environmental (e.g., social and cultural) influences. Emphasis is on practitioner-oriented managerial implications of marketing tool applications, including the impact of market promotion, marketing communications, research techniques, consumer motivation, and perception.