This course will examine managerial applications of consumer behavior and provide students with the conceptual, quantitative, and analytical skills necessary to develop strategies that directly address consumer behavior and the competitive environment. Topics include factors and trends in consumer behavior, consumer motivation and attitudes, decision-making, consumer relationships and consumer loyalty, and consumer value creation. The course will also cover researching and online consumer behavior.
Prerequisite: BSAD 325 or permission of the instructor.
3 credits (3 lecture hours), fall semester