>> Course Descriptions

Term Subject Catalog # Title Credits / Units
Summer 2020 MKT 022 Introduction to Consumer Behavior 4 cr.
Class Session Time Syllabus
1 5-week summer Mon - Fri MKT-022-5-A


This course is on the study of consumer behavior which is about understanding what leads to the individual purchase decisions that are vital to business profitability, and to personal prosperity. We will study behavior theories from different perspectives including psychology, sociology, and anthropology, so as to investigate why people behave the way they do and explore its implications for marketing. The course will also introduce motivation and processes of consumption behavior; consumer behavioral science and its use in marketing strategies. Students will develop knowledge in theories of perception, learning, communication, cognition, memory, motivation, and attitudes of consumers.