MAN 636 Consumer Behavior Theory II
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This course details with the understanding of the behavior, attitudes, preference and decision making processes of people as consumers and the psychological theories underlying consumer behavior. Some strategic implications of consumer preference formation, judgment and decision making are also addressed. Understanding consumers is a critical component of marketing to implement efficient marketing strategies. Principles from psychology as well as other social sciences are integrated to analyze consumer behavior.
Credit units: 3 ECTS Credit units: 5.
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