The course reviews and evaluates the major theories of consumer behavior from the economics, behavioral sciences, and marketing literatures. The use of consumer research data for marketing decisions is emphasized. Topics include market segmentation, theories of brand choice, family decision making, life cycle theories, and the diffusion of innovations. This course explains the principles of marketing for profit and nonprofit organizations. It explores the development and components of marketing programs, marketing economics, arithmetic, and forecasting, as well as consumer behavior, marketing communication, channel management, and international marketing.
Special attention is paid to the designs and methods of marketing research.
Instruction includes case studies, field projects, computer exercises, and statistical analysis. Issues of ethics, legal regulations, media, and consumerism are also addressed. An introduction to the substantive law that every day affects and controls the activities of business organizations as well as citizens in our society. The course offers a broad survey that examines the preponderant body of the law and its processes, development, principles, terminology, and rationale. This course begins with a description of the investment environment that includes the concepts of risk and return.