MKTG 4820 - Consumer Behavior


This course is a natural blending of psychology, social psychology, cultural anthropology, sociology, and marketing. Based on empirical research on what the consumer does and why, the course focuses on practical guidelines for the marketing manager. Decision-making models are analyzed, and implications for influencing decisions are highlighted. Although heavily laden with the conceptual frameworks of behavioral science, Consumer Behavior is taught as a marketing course.

Upon successful completion of the course students will be able to:

  1. Demonstrate an understanding of theories related to Consumer Behavior.
  2. Demonstrate the ability to apply Consumer Behavior knowledge for business decisions.
  3. Demonstrate an understanding of the social, cultural, and economic environments on Consumer Behavior.
  4. Apply theories of Consumer Behavior to marketing mix strategies.

Credit Hours

Business Administration


  • None

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