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MKTG 475 - Consumer Behavior |
Encourages the student to develop an understanding of the consumer from the perspective of the marketing manager. The course explores the factors that affect the consumer, which range from a macro level (the effect of the physical and social environment on the consumer) to a micro level (knowledge, attitudes, and actions of the individual consumer). Segmentation, positioning, and marketing mix strategies are discussed in relation to consumer behavior theories. Mini-projects are assigned to allow the student to apply theoretical concepts to real world experiences.
3.000 Credit hours 3.000 Lecture hours Levels: Pharmacy, Pittsburgh Council on HE, Undergraduate Schedule Types: Lecture Business Department Restrictions: Must be enrolled in one of the following Levels: Undergraduate Must be enrolled in one of the following Colleges: School of Business Must be enrolled in one of the following Classifications: Senior Junior Prerequisites: Undergraduate level MKTG 371 Minimum Grade of D |
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