Consumer behavior is one of the most exciting areas in the study of marketing.
Acquire an understanding of the dynamics of consumer behavior and its relevance to strategic marketing management. Develop an understanding of the consumer decision making process through the examination of models and theories of consumer behavior. Acquire an understanding of external and internal influences on consumer behavior. Be sensitized to the growing field of consumerism and the ethical responsibilities which marketers must consider in meeting consumer needs. Be provided opportunities to practice critical reading, writing, and speaking skills.