MKTG-3250 (3) Buyer Behavior

Covers both consumer buying behavior and organizational buying behavior. Consumer behavior topics include needs and motives, personality, perception, learning, attitudes, cultural influence, and contributions of behavioral sciences that lead to understanding consumer decision making and behavior. Explores differences between business and consumer markets, business buying motives, the organizational buying center and roles, and the organizational buying process. Required for marketing majors. Requisites: Requires prerequisite course of BCOR 2050 or 2400 (minimum grade D-). Restricted to Business (BUSN) or Advertising (ADVT) majors and 52-180 hours completed.