MKTG5003

This course reviews the science and pragmatic approaches of consumer thought processes that affect decisions made to purchase goods and services. Students learn how consumers gravitate toward the latest digital forms of e-commerce through web and mobile apps, use various social media platforms, are influenced by lifestyle and ethnic subcultures, desire emerging trends, and connect with businesses on social, environmental, ethical, and global issues. Students learn the concepts of "push-pull" strategies to win over consumers that businesses must adapt to as consumers demand more knowledge and transparency from brands.