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MKT 310 Consumer Behavior
Full Curriculum Program
Rome, Italy
Dates: mid Jan 2026 - early May 2026
MKT 310 Consumer Behavior
OVERVIEW
CEA CAPA Partner Institution: John Cabot University
Location: Rome, Italy
Primary Subject Area: Marketing
Instruction in: English
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: MKT 301
DESCRIPTION
This course focuses on the study of consumer decision-making processes, consumer behavior models and their impact on the development of marketing strategies and tactics. Topics discussed include consumers? impact on marketing strategy, consumer involvement, cultural influences on consumer decision making, perception, learning, memory, attitudes and persuasion, situational effects, and the social power of groups and collective decision making. The emphasis is on understanding how the consumer decision-making process works and how it may be influenced by organizations. Teaching methodology includes case studies and an emphasis on experiential research.