MKTG-730: Advanced Consumer Behavior

This course provides a comprehensive examination of consumer behavior by analyzing individuals as buyers, users, and evaluators of goods and services. Students will explore psychological, sociological, and cultural factors that impact consumer motivation, decision-making, and post-purchase behavior. Critical evaluation of these influences will focus on their application to marketing strategy, particularly in shaping consumer-brand relationships and fostering long-term customer loyalty. Additional emphasis will be placed on emerging consumer trends, ethical considerations in persuasion and privacy, and the evolving impact of technology on consumer decision-making.