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CONSUMER BEHAVIOR
Professor:
Robert Owen, Ph.D.
Contact at:
Please post questions on the SyKronix Marketing Researcher's Forum
Target Audience:
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College students who are currently enrolled in a traditional Consumer Behavior
course and who would like some additional materials to review.
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Advertising practitioners, marketing researchers, and others who would
like to learn a little about Consumer Behavior without taking a full college
course.
Required Textbook:
None. However, if you are learning marketing for the first
time, these notes and exercises will not provide you with the required
depth that a textbook and in-class experience can provide.
Course Objectives:
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To develop an understanding of consumer behavior from a variety of perspectives
(multicultural, interdisciplinary, etc.).
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To develop and appreciation for and understanding of how marketing research,
marketing strategy, and basic research on intra- and interpersonal processes
play multiple roles in the discipline of marketing.
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To develop an understanding of peoples' consumption-related behaviors and
to develop and evaluate marketing strategies intended to influence those
behaviors.
Grading/Certification:
None. You are on your own to assess your
performance on any exercises that are developed.
COURSE OUTLINE
| 1: |
INTRODUCTION TO CONSUMER BEHAVIOR
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| 2: |
INTRINSIC INFLUENCES
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| 3: |
EXTRINSIC INFLUENCES
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