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Georgetown University


Detailed Course Information


Fall 2017
Nov 23, 2017
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MARK 222 - Buyer Behavior
Consumer behavior is the study of how individuals make decisions to spend their available resources (time, money, effort) on products and services.  What do they buy, when do they buy, how often, and why?  How do consumers learn about new products?  How does advertising influence consumer decisions?  What makes consumers satisfied with their purchases?
To answer questions like these, we will study the interaction between the consumer’s decision making process, the marketing mix, and wider environmental variables such as culture, demographics, and public policy.  From the consumer’s perspective, we will examine the processes of perception, learning and memory, motivation, attitude formation, attitude change and decision making.  With the goal of understanding how marketing strategies work, we will look at how the consumer’s decision making process is influenced by marketing actions such as branding, advertising and promotion, and product positioning. 

3.000 Credit hours
3.000 Lecture hours
0.000 Lab hours

Levels: Undergraduate
Schedule Types: Lecture

Marketing Department

Course Attributes:
Mean Grade is Calculated

Must be enrolled in one of the following Colleges:     
      McDonough School of Business
Must be enrolled in one of the following Majors:     
      Business Administration
      International Business
      Operations & Information Mgmt
      Undeclared Business
Must be enrolled in one of the following Classifications:     

MARK 220

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