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MKT 115 CONSUMER BEHAVIOR (4 Credits) This course provides marketing students with an understanding of consumer behavior in the marketplace. The course will address the consumer behavior from the individual and group dynamics perspective, consumer’s impact on marketing strategies, market ethics and public policy, behavioral learning theories, perceptual positioning, the interrelationship between the individual and their social realities, how the products, services, and consumption activities contribute to the broader social world, and the role the consumer plays in the marketing mix. The course will also address the role that consumer behavior plays toward an organization’s marketing strategy. Prerequisite(s): FYE 101, MKT 114

Market ethics

Consumer Behavior