MKG 530 Consumer Behavior and Buying Practice
This course provides both a macro and microperspective on the factors influencing buyers bypresenting the principles, concepts, and resultsof buyer behavior critical to marketing success.In this course we will directly examine thebehavior of both individual and corporatecustomers, with the goal of understanding howmarketing managers can use these ideas. Thetopics discussed comprise an examination of basicpsychological processes: i.e., decision-making,information processing, and social influences aswell as buyer relationship management.