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International Business
Fall 2020 Semester Prague

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Course Overview

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MKT 329 Buyer Behavior

MKT 329 Buyer Behavior Course Overview

OVERVIEW

CEA Partner Institution: Anglo-American University
Location: Prague, Czech Republic
Primary Subject Area: Marketing
Instruction in: English
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 42
Prerequisites: MKT 248 Introduction to Marketing

DESCRIPTION

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.

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