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د. سلطان بن سالم الخزام Sultan Salem Alkhuzam

Assistant Professor

Marketing Department Chair

كلية إدارة الأعمال
كلية إدارة الأعمال الدور الثاني مكتب رقم 86
مادة دراسية

MKT 301 Consumer Behavior

Consumer is the heart of and the most complex component of marketing. As marketers, we should create different product’s positions for each consumer clusters due to their internal and external dissimilarities. Otherwise, we could have one product to be sold and one ad to be effective across all customers regardless of their cognitive, emotion, and their environment differences. This course is an introduction to the topic of consumer behavior, with an emphasis on appreciating the scope of, and understanding the essentials underlying, consumer behavior and developing the ability to relate such understanding to important issues faced by marketing managers. Throughout the semester, I will expose you to various factors influencing consumers’ buying decisions, including cultural, social, psychological, commercial, and situational factors. Additionally, this course should prepare you to apply consumer behavior theories and tools to analyze and solve consumer-related marketing problems and challenges.

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