BUS 194 Consumer Behavior

This course is designed to explore the complexities of consumer behavior. Through this course students will (a) develop an understanding of the key role of consumer needs and wants, (b) understand the role of marketing information systems, marketing research, buyer behavior and competitive forces, (c) explore target market selection, market positioning, and marketing strategies, and (d) examine the consumer perception in the market planning process of product, pricing, promotion and distribution. Prerequisites: BUS 160, BUS 185.