MKTG 344 - Buyer Behavior

(3 credits)

This course takes a strategic perspective to examine the impact of the nature and scope of consumer and business buyer behavior on planning the marketing mix. The course includes the study of marketing management theory in the experience of consumer and business markets. Course implementation will involve detailed analysis of psychology, sociology, and social psychology theories in the development of marketing strategy and implementation plans. Prerequisites for College of Business majors and minors: Admission to the College of Business and MKTG 300 - Principles of Marketing. Prerequisites for non-College of Business majors and minors: Junior standing and instructor permission. Grade only. Offered fall and spring semesters.

Course Registration