Understanding Consumer Behavior Syllabus

Course Syllabus: SYLLABUS_MKTG 120 _Prof_Kowsari-SP2018-Consumer Behavior

Meet Your Instructor:  See Instructor Contact page for all the details.

Course Description:  Marketing 120 is a four week online course that studies the things that motivate people to buy – and how marketers can benefit from knowing the driving factors behind purchasing.

Textbook Information:  

Title of textbook: Why We Buy     Author: Paco Underhill 

ISBN-13: 978-1416595243. 

Published by Simon and Schuster.

Course/Student Learning Objectives: 

The Science & Mechanics of Consumer Behavior: The student will learn the nature of consumer decision making, consumer problem recognition that creates the motivation to purchase.

Consumer Dynamics: The student will learn how consumer characteristics, demographics, attitudes, & culture guide consumer purchase decisions. Students will learn how distribution strategy and promotions influences consumer decisions.

Decision Making: The student will learn what drives consumer decisions theories, evaluation of alternatives, & the effects of price and service on consumer decisions.

Consumer Purchase Assessment: The student will learn how consumers evaluate purchase results, purchase (dis)satisfaction, and consumer loyalty. Students will learn how to develop long term relationships with customers and the challenges & costs of losing customers.