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BUS 370 Consumer Behavior

Marketers must understand consumer behavior in order to develop customer-focused marketing strategies. In this course students learn theories that help explain how people evaluate products and services. Students also learn how marketers use these theories to motivate buying behavior. Topics include: Motivation and values, consumer identity, attitudes and persuasion, and decision making. Fulfills diversity requirement. Prerequisites: 24 credits completed; BUS 253 or COM 205 or COM 227.