Consumer Behavior (MKT 610)
Term: 2024-2025 Fall
"Now to Him who is able to do exceedingly and abundantly above all that we ask or think, according to the power that works in us, to Him be glory in the church by Christ Jesus to all generations, forever and ever. Amen. Ephesians 3:20-21
This course introduces students to the theories and concepts underpinning consumer behavior with a view to understanding how these can be applied to marketing decisions. Students will be exposed to the elements of motivation, perceptions, attitudes, consumer psychology, and how these influence consumers to act.