Consumer and Professional Buying Behavior — MKTC 1150
Course Description
Credits: 3.00
Lecture Hours/Week: 3.00
Lab Hours/Week: 0.00
OJT Hours/Week: 0
Prerequisites:
None
Corequisites:
None
MnTC Goals:
None
Course examines the principles of the behavioral sciences of psychology, sociology and anthropology and how these sciences are used in creating marketing communications plans aimed at consumer or business buyers. Specific topics include perception processes, lifestyle analysis, personality psychographics, motivation analysis and influence of groups on buying behaviors. Students gain knowledge including organizational structure, business-to-business buying behavior, and understanding and influencing multiple decision makers.
Course Effective Dates: 6/3/02 – Present
Outline of Major Content Areas
As noted on course syllabus
Learning Outcomes
Describe the consumer buying and organizational buying processes and their impact on the creation of marketing strategies.
Explain how ethics and the concepts of motivation, learning, values, self-concept, personality, attitudes, culture, ethnic backgrounds, diffusion of innovations, and family structure can affect the overall consumer buying process.
Analyze a target market's buying behaviors to understand motivation for purchases.
Create components of a consumer buying project to understand both personal and individual consumer buying decision-making.
Interview individuals in a project to determine their consumer attitudes based on differing backgrounds, demographics, and psychographics.
Assess consumer buying decision-making processes using observational research in a retail environment.
Minnesota Transfer Curriculum Goal Area(s) and Competencies
