Course Schedule and Catalog

Department: Management

Grade Mode: Standard Letter

Course Type: Lecture

Credit Hours: 1

Description: BUYER BEHAVIOR II ***** The objective of this course is to understand the psychological mechanisms underlying important marketing processes. In particular, we will examine the psychological bases of customer satisfaction, loyalty, relationship marketing, and branding. In each case, drawing on psychological theoretical frameworks, we will understand what these constructs mean from the consumer's standpoint, and how managers should take these meanings into account during planning, creating and executing marketing strategies. It is expected that this knowledge will benefit not just students interested in a marketing emphasis, but those in general management and finances as well, in evaluating the implications of their functional responsibilities on their firms's top-line through influencing customer processes and behaviors.