MKT 329 Buyer Behavior Humanities & Social Sciences Program Fall 2022 Semester AAU - Prague

This interdisciplinary course discusses the consumer as the focus of the marketing system. The course stresses the use of knowledge about consumer behaviour in marketing decisions. We will also look at contributions from the disciplines of anthropology, sociology, psychology, and economics to the understanding of consumer buying behaviour. Individual behavioural variables - needs, motives, perception, attitudes, personality, and learning - and groups, culture, and business are all examined in depth as they affect the consumer decision-making process. Analysis of how marketing programs, especially the communications mix, can be developed to reflect a commitment to providing consumer satisfaction [better: delight] concludes the course.