BU 5690 - Behavioral Perspectives in Marketing
This course provides an understanding of consumer behavior and its relationship to marketing management. Applications of concepts from psychology, social psychology, cultural anthropology, sociology and economics will be emphasized while interpreting current studies in consumer research and illustrating their marketing implications. Areas of concentration include: image management, brand loyalty, product positioning, attitude measurement, market segmentation and the consumer decision-making process. An applied orientation of behavioral science to marketing management. Prerequisite: BU 5700.
*All course information is from the 2013-2014 Catalog.