BUS 346 - Customer Behavior

Explores theories and concepts relevant to how businesses and consumers make buying decisions. More specifically, the course examines conceptual models of buying behavior, market segmentation typologies, the role of attitudes and motivation, and psychological explanations of customer satisfaction and loyalty. The student is encouraged to view the exchange process from the perspective of the customer. This course is a Marketing Knowledge / Tools elective designed to build students’ analysis and insights toolkit.

Prerequisites

  • Marketing