Richard F Yalch
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.
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
Helpful to have prior experience in psychology. Does not require much background in marketing.
Class assignments and grading
2 tests and research paper