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    Jul 18, 2024  
American University Catalog 2023-2024 
    
American University Catalog 2023-2024 [ARCHIVED CATALOG]

MKTG-301 Consumer Behavior (3)


Study of marketing, psychology, sociology, and cultural anthropology to determine motivations for product purchases. A multimedia approach is used to illustrate the use of behavioral science theory to create new products and promotional campaigns. Students learn to analyze consumer decisions for products or services and to determine effectiveness of information provided by government and charitable organizations. Prerequisite: MKTG-300  or MKTG-250 .