MKTG603 - Consumer Behavior, Emotions, and Narratives

Course Code: MKTG603 Course ID: 5346 Credit Hours: 3 Level: Graduate

This course examines the concepts of consumer behavior in the marketplace. Behavioral aspects of the marketing process from manufacturer to consumer are considered. Consumers’ actions during the search, purchase, use, and evaluation of products and services to fulfill needs are explored. This course illuminates how marketers can use the concepts of consumer behavior to influence individuals’ purchases of products and services.