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Nov 23, 2024
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2024-2025 Undergraduate Catalog
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IB 425 - Global Consumer Behavior and The Consumer Experience
Same as MKT 425
Application of consumer buying process and consumption experience theories to the formulation of marketing-strategy and tactics across global markets. Focus is on human psychological and physiological processes that explain how consumers decide what to purchase, how they experience consumption, and how those processes vary across countries and inform marketing-strategy decisions.
Credits: 3
Prerequisites: Lee Business School major or International Business or Marketing minor; and a minimum grade of C in MKT 301 . The maximum number of attempts for this course is three.
Notes: Satisfies the International Requirement.
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