MKTC 1150 - Consumer and Professional Buying Behavior
3 Credits
Course examines the principles of the behavioral sciences of psychology, sociology and anthropology and how these sciences are used in creating marketing communications plans aimed at consumer or business buyers. Specific topics include perception processes, lifestyle analysis, personality psychographics, motivation analysis and influence of groups on buying behaviors. Students gain knowledge including organizational structure, business-to-business buying behavior, and understanding and influencng multiple decision makers.
Learning Outcomes
Describe the consumer buying and organizational buying processes and their impact on the creation of marketing strategies. Assess consumer buying decision-making processes using observational research in a retail environment. Analyze a target market’s buying behaviors to understand motivation for purchases. Explain how ethics and the concepts of motivation, learning, values, self-concept, personality, attitudes, culture, ethnic backgrounds, diffusion of innovations, and family structure can affect the overall consumer buying process. Create components of a consumer buying project to understand both personal and individual consumer buying decision-making. Interview individuals in a project to determine their consumer attitudes based on differing backgrounds, demographics, and psychographics.
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