Fall, spring. 3 credits. Student option grading.
Prerequisite: HADM 2430 or equivalent introductory marketing course. Co-meets with HADM 6470. Elective. Graduate students must enroll in HADM 6470.
Faculty teaching this course:
Helps students become better at understanding, predicting, and influencing consumer behavior. Topics include motivation, perception, learning, decision making, attitudes, persuasion, compliance, geodemographics, and psychographics. The practical implications of psychological principles are emphasized. Specific applications involve such areas as guest frequency programs, menu design, promotional strategy, personal selling, sales and marketing planning, and marketing research. Class time is used for discussions and application exercises as well as for the presentation of relevant information.