Apr 18, 2024  
2020-2021 Undergraduate Academic Catalog 
    
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2020-2021 Undergraduate Academic Catalog [ARCHIVED CATALOG]

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BA 4669 - Consumer Behavior

3 lecture hours 0 lab hours 3 credits
Course Description
This course provides a detailed understanding of how marketers create value for customers, what motivates shoppers to buy, how consumers process information and make decisions, persuasion techniques, cross-cultural influences on consumer behavior, and the impact of sustainable business practices on consumer choice. (prereq: BA 2661 )
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
  • Understand consumer motivations and decision processes and apply to marketing strategies
  • Understand theories of persuasion to improve marketing communication effectiveness
  • Evaluate and apply ethical standards to marketing messages across media
  • Analyze consumer behavior to identify ways to improve marketing communication
Prerequisites by Topic
  • Understanding of advertising, promotion, and/or branding required
Coordinator
Dr. Michael Payne


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