GBA 6350 - Motivation and Market Behavior (3)

Theory and models applicable to obtaining understanding of consumer behavior that affect buying decisions: perception, motivation, attitudes, learning, social and cultural factors. Research and strategy development in diffusion of innovation, opinion leadership, and marketing communications. Applications to industrial markets, institutional markets, and digital world.

Component(s): Lecture
Grading Basis: Graded Only
Repeat for Credit: May be taken only once