This course focuses on the role of buyers in the marketing process. Buyer behavior in the consumer marketplace as well as the organizational buying process is examined. The study of buying behaviors enhances understanding of what marketing strategies are likely to be effective, how humans operate in the marketplace, and what kind of affective, cognitive, and social mechanisms enter into the purchasing decision. A sampling of specific topics addressed in this course includes the role of attitudes, learning and memory, and lifestyles and culture in the buying decision.

Strategic management and business policy issues facing the general manager; a comprehensive application of the various managerial applications derived from the core classes. Cultivation and utilization of skills in analysis, diagnosis, and development.