MKTG 3221

Consumer Behavior and Global Marketing

Examination of consumer decision-making processes in the purchase, usage, and disposal of goods, services, and ideas. Emphasis on understanding consumption related behaviors and the development and evaluation of marketing strategies intended to influence those behaviors globally across different markets. This includes examination of cultural, social, legal, political, financial, and geographical environments that influence consumer behavior and the effectiveness of marketing mix strategies.

Units: 3.0