MKTG - 3200 Consumer Behavior (3)

Draws on the behavioral sciences to provide insight into consumer needs, wants, and behavior in the marketplace. Emphasizes how the manager in business and non-business organizations can build an understanding of the individual consumer into the marketing decisions of goods and/or services. Provides an overview of the role of consumer research. Equivalent to MKTG-320. Prerequisite: MKTG-2100.