MKT 604 Buyer Decision Making and Behavior
This course will provide a comprehensive overview of the foundational principles and prevalent practices of buyer behavior and decision-making including both consumer and industrial categories. Following the theme that the interaction of what a firm offers and how it is offered coupled with what a buyer wants and needs leads to satisfaction, that satisfaction leads to loyalty, and that loyalty leads to profitability, academic articles in the Journal of Consumer Research, the Journal of Consumer Marketing, the Journal of Business and Industrial Marketing, and others are used as a basis for study and application. This course is designed for an advanced student in marketing who plans on pursuing a marketing-related dissertation.