MKTG 312: Consumer Behavior

MKTG 312-K01: Consumer Behavior
(Fall 2025)

01:30 PM to 04:10 PM T

Mason Korea (119 Songdomunhwa-ro, Yeonsu-gu, Incheon, Korea) G210

Section Information for Fall 2025

Every time you choose a coffee brand, binge-watch a series, or click “Add to Cart,” you’re making decisions marketers want to understand. MKTG 312 uses scientific methods to look into the psychology of why we buy, exploring perception, motivation, culture, influencers, and decision-making.

You’ll apply behavioral science to real marketing challenges, like dissecting viral ad campaigns, analyzing how social media shapes preferences, or studying the growing impact of online communities.

Finally, you will engage in a real-life, hands-on research project which will put you in the role of a market researcher, where you’ll design studies, analyze consumer data, and present insights that could shape real-world marketing strategies.

Course Information from the University Catalog

Credits: 3

Marketing strategy implications of internal and external influences on consumer decision making, purchase, and consumption behaviors. Emphasizes demographics, lifestyle, situation, perception, learning, and attitude formation and change, focusing on customer segmentation, satisfaction and loyalty. A third attempt will require academic advisor approval.Offered by Marketing. Limited to two attempts.
Registration Restrictions:

Required Prerequisites: (MKTG 301C or L301) or MKTG 303C, L303 or 303XS.
C Requires minimum grade of C.
XS Requires minimum grade of XS.

Students with a class of Freshman may not enroll.

Non-Degree level students may not enroll.

Students with the Ineligible to take MKTG crses or terminated from BC major attributes may not enroll.

Schedule Type: Lecture
Grading:
This course is graded on the Undergraduate Regular scale.

The University Catalog is the authoritative source for information on courses. The Schedule of Classes is the authoritative source for information on classes scheduled for this semester. See the Schedule for the most up-to-date information and see Patriot web to register for classes.