MRK 315 - Consumer and Purchasing Behavior

3 Credits
SPRING

This is a course that explores pricing psychology and the various factors influencing how and why consumers and businesses perceive value and make buying decisions. Students learn about key theories in pricing and consumer psychology, including perception, motivation, attitudes, and decision-making. Students will also learn about multi-level and group decision-making processes found in business scenarios. Through case studies and practical applications, students gain skills in understanding and predicting consumer actions, crucial for roles in marketing, sales, and product management.

This course is equivalent to: MRK 3522

Offered alternate years (odd)

Prerequisite: BUS 351