MBA 660 Consumer Behavior
Focuses on buyer behavior, including its theoretical bases and applications to problems of management. Topics include motivation, learning, attitude formation, and the relationship between attitudes and behavior as applied to buyers. Innovation, market communication, and the social/cultural concepts underlying strategies of market segmentation also are discussed.
PRQ: MBA 560.
Skills developed: written, case analysis, research, and presentation
Practical application: written/oral case analysis and individual/group presentations