MKTG 312: Consumer Behavior

MKTG 312-K01: Consumer Behavior
(Fall 2023)

02:00 PM to 04:40 PM M

Mason Korea (119 Songdomunhwa-ro, Yeonsu-gu, Incheon, Korea) G205

Section Information for Fall 2023

Delve into the fascinating world of consumer behavior and gain a deeper understanding of the intricate factors that influence purchasing decisions. The "Consumer Behavior" course offers a comprehensive exploration of the psychological, social, and cultural forces that drive consumer choices in today's dynamic marketplace.

Throughout this undergraduate course, students will examine the theories and concepts that underpin consumer behavior, exploring topics such as motivation, persuasion, perception, learning, attitudes, and decision-making processes. Through engaging lectures, interactive discussions, and real-world case studies, students will gain insights into how individuals make choices and how marketers can strategically tailor their efforts to connect with consumers on a deeper level.

A highlight of this course is the real-life market analysis project, where students will have the opportunity to put theory into practice. Working in teams, students will embark on a market analysis project, collecting and analyzing data to uncover insights about consumer behavior in a specific industry or product category. This experiential learning exercise allows students to apply their knowledge in a practical context, sharpen their research and analytical skills, and present actionable recommendations to address real-world marketing challenges.

By the end of the course, students will be equipped with the tools to decipher consumer motivations, scientifically measure consumer behavior, predict market trends, and create effective marketing strategies that resonate with target audiences. 

I look forward to welcoming you to the class!

Dr. V

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.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 BU 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.