|CLASS CODE:||B 444||CREDITS: 3|
|DIVISION:||BUSINESS & COMMUNICATION|
|GENERAL EDUCATION:||This course does not fulfill a General Education requirement.|
|DESCRIPTION:||Explores how the consumer's culture and psychological make-up affect buying decisions. Includes a module on organizational buyer behavior for business-to-business relationships.|
|TAUGHT:||Winter, Summer, Fall|
|CONTENT AND TOPICS:||Explores how the consumer's culture and psychological make-up affect buying decisions. Includes a module on organizational buyer behavior for business-to-business relationships.|
|GOALS AND OBJECTIVES:||Introduce the various cultural and psychological issues that affect buyer behavior, and to help you understand the buyer's decision-making process.
Develop ability to apply consumer and organizational buyer behavior concepts to marketing problems and opportunities.
Learn analytical tools that can be used to investigate buyer behavior and guide managerial decision-making: behavioral segmentation, prism clusters, VALS2, projective techniques, brand personality associations, TORA and importance/performance analysis.
Enhance quantitative analysis skills.
Enhance problem-solving skills.
Enhance teamwork skills.
Enhance communication skills.
|REQUIREMENTS:||Objective tests, essay exams, term paper, applied assignments, team projects, individual assignments, primary trait scoring, peer evaluation.|
|PREREQUISITES:||B 341 or 247|
|EFFECTIVE DATE:||August 2001|