MKG 310 Consumer Insights and Decision Making
This course explores the psychological, social, and cultural factors that shape consumer choices and decision-making. Students will examine how attitudes, motivations, perception, and group influences drive buying behavior and brand response. By analyzing these underlying processes, students gain insight into how marketers identify meaningful segments, select target markets, and position offerings effectively in the marketplace. The knowledge developed in this course provides the conceptual foundation for anticipating consumer responses, refining value propositions, and guiding marketing strategies that align with customer needs and expectations.
Prerequisite: MKG 300.