Pennsylvania State University 3 credits MRKT
Factors influencing buyer behavior; contributions of the behavioral sciences to the study of selected phenomena. MRKT 571 Consumer Behavior (3) This course is intended to introduce graduate students to the basic theoretical ideas and techniques of investigations into consumer behavior phenomenon. Such a study will, it is hoped, provide an appreciation of the problems of consumer behavior and the techniques available for their solution. Specific objectives are: (a) The prepared graduate students who will enter a wide range of careers with a substantial knowledge of consumer behavior theory, research, and state-of-the art conclusions, that will permit them to use more sophisticated analytical techniques in anticipating and meeting consumer needs and demand. (b) To offer strategic how-to, and "insider" information for using theoretical concepts and techniques and give graduate students specific opportunities, within the course.
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