Understanding consumer needs and wants is at the heart of the marketing concept. This course explores psychological and sociological theories in an attempt to understand our buying urges. Consumer buying decision processes are explored using Grand and basic models. Contemporary European, American and other marketing consumer campaigns are examined. Students analyze problems in groups and debate on modern product or service launches.
Course restriction: For Syracuse students, may not count as a Business Elective nor toward a management major or minor.
Prereq: MAR 255 or 301 (or equivalent introductory marketing course)
Semesters: Fall, Spring