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Instructor Class Description

Time Schedule:

Richard F Yalch
MKTG 450
Seattle Campus

Consumer Behavior

Theory and practice pertinent to marketing decisions; utilization of theories from behavioral sciences in marking research; theories of fashion, characteristics of goods, shopping behavior, product differentiation, market segmentation, and opinion leadership; application of concepts to management of advertising, personal selling, pricing, and channels of distribution. Prerequisite: MKTG 301; may not be repeated. Offered: AWSp.

Class description

How consumers make their buying decisions and how marketing managers should select develop programs based on this knowledge.

Student learning goals

General method of instruction

Discussion of readings of consumer behavior studies

Recommended preparation

Helpful to have prior experience in psychology. Does not require much background in marketing.

Class assignments and grading

2 tests and research paper


The information above is intended to be helpful in choosing courses. Because the instructor may further develop his/her plans for this course, its characteristics are subject to change without notice. In most cases, the official course syllabus will be distributed on the first day of class.
Additional Information
Last Update by Richard F Yalch
Date: 05/27/1998