MKT6026 - Consumer Behavior and Culture

(3 units)

This course examines important concepts, principles, and theories from psychology, anthropology, and other social science disciplines in order to describe and explain consumer behavior. Students learn to analyze consumer processes such as perception, learning, attitude formation, and decision making. A global perspective is used to encourage students’ thinking beyond the domestic marketplace. Culture and various cultural dimensions are introduced to allow students to building critical thinking skills from an international context.