UMD BUMK 724 Entire Course

University of Maryland BUMK 724 Customer Analysis Entire Course

Focuses on the analysis of customer decision-making and how marketing strategy can be used to influence those decisions. The framework used is the 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.

Note: This entire course includes discussions, assignments, course projects, and exams.

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