MK 8100 - Buyer Behavior

3 Hours
This course provides an opportunity for study of the behavior of buyers of business-to-business and consumer goods and services. Objectives include increasing the student’s understanding of buyers and their behavior and providing the student with experience in applying this knowledge in marketing management decisions. Topics such as life style analysis, organization, individual and family decision making, consumerism, behavioral models, attitude formation and change, information seeking, and market segmentation are explored using readings, projects and case materials.

Prerequisite(s): MBA 8145.
Corequisite(s): None.
Pre/Corequisite(s): None.
Requirements: None.