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Apr 29, 2024
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2022-2023 Hill Book (Class of 2026) [ARCHIVED HILL BOOK]
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IMC 605 - Buyer BehaviorThree Credits
Summer Session
This course examines the consumer decision process and the effect on consumer decision making of external environmental influences (culture, sub-culture, social class, reference groups, family and personal influences) and of internal psychological influences (personality and lifestyle, learning, motives, perception, and beliefs and attitudes). Applications of psychological, sociological, anthropological, and economic theories and models to the understanding of buyer behavior and the development of an integrated marketing strategy.
Prerequisite(s)/Restriction(s): Completion of a bachelor’s degree.
Course Applies to: Integrated Marketing Communications
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