Sixth Course Level
Consumer Behavior Course Title
3 hours Credit Hours
MRKT 120 Course code
Arabic Teaching Language
MRKT 101 Pre-required
courses
Course Description
This course covers the definition and importance of consumer behavior. It addresses the scientific principles and analysis of target markets. It submits a detailed view of the stages of the purchase which passes by the consumer and the various models and theories related to this behavior. Scheduled definition is introduced as well as various aspects of consumer behavior, environmental factors and psychological trends affecting the marketing policy- making within the enterprise.
Course Aims:
• Defining scientific concepts and principles of consumer behavior and the factors that affect it, and its importance in the decision-making and marketing policies of the facility.
• Defining steps of taking purchasing decisions, and participating in the industry purchasing decisions.
• Defining ways of market segmentation and its impact on marketing strategies.
• Analyzing the factors affecting the purchasing decision.
Course Contents:
• Principles of consumer behavior and the factors that affect it, and its importance in the decision-making and marketing entity's policies.
• Purchasing decisions.
• Market segmentation and its impact on marketing strategies.
• Analysis of the factors that are affecting the purchasing decision.
• The application of effective marketing policy in dealing with consumer behavior.
