MARK 320 - Consumer Behavior

3 units (fi 6)(EITHER, 3-0-0)

Explores the psychology behind consumer behavior and its implications for consumers and marketers. Internal factors (e.g., attention and perception, needs and motivation, learning and memory, emotion) and external factors (e.g., social influence, choice architecture) will be considered to gain theoretical and practical insights. This course emphasizes empirical research and considers how the evolving marketing landscape (e.g., digitization, technology) interacts with basic psychological processes. Prerequisite: MARK 301.

MARK 830 - Marketing

3 units (fi 32)(EITHER, 3-0-0)

Understanding the role of marketing in determining the direction of an organization; the customer-focused organization; opportunity identification; forecasting demand; marketing segmentation; market planning, and implementation. Restricted to executive MBA students only.