MKT 361 Buyer Behavior [CRN 79586]

Overview of Course

Effective marketing centers on understanding and satisfying customers’ needs and wants. In this course, concepts, theories, and frameworks will be used to understand buyer behavior and in turn formulate effective marketing strategies and tactics. While this course should help students better understand themselves as consumers, its primary objective is to provide students with a set of approaches, frameworks, and concepts that should be considered in marketing decision making. In addition, the course illuminates some of the positive and negative effects of business, and more specifically marketing, on consumers and society. It is designed to be a comprehensive course embodying lectures, class discussion, field assignments, and case studies. The focus of class activities, including in-class discussions, case studies, and group project, will be on the specific countries visited by the Semester at Sea Fall 2026 voyage.