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MKT 329 Buyer Behavior
Global Business Consulting Program
Prague, Czech Republic
Dates: 1/27/25 - 5/21/25
MKT 329 Buyer Behavior
OVERVIEW
CEA CAPA Partner Institution: Anglo-American University
Location: Prague, Czech Republic
Primary Subject Area: Marketing
Instruction in: English
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 42
Prerequisites: MKT 248 Introduction to Marketing
DESCRIPTION
This interdisciplinary course discusses the consumer as the focus of the marketing system. The course stresses the use of knowledge about consumer behaviour in marketing decisions. We will also look at contributions from the disciplines of anthropology, sociology, psychology, and economics to the understanding of consumer buying behaviour. Individual behavioural variables - needs, motives, perception, attitudes, personality, and learning - and groups, culture, and business are all examined in depth as they affect the consumer decision-making process. Analysis of how marketing programs, especially the communications mix, can be developed to reflect a commitment to providing consumer satisfaction [better: delight] concludes the course.