UMD BUMK 715 Entire Class
University of Maryland BUMK 715 Consumer Behavior Entire Class
Analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework is a buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions. Marketing strategies of leading firms in consumer products, technology, and services (including internet services) are analyzed using a variety of case study formats. Focus is consumer behavior; however, principles can also be applied to the decision-making of the business.
Note: This entire class includes discussions, assignments, course projects, and exams.