Apr 14, 2021  
2013-2014 University Catalog 
2013-2014 University Catalog [ARCHIVED CATALOG]

PB 425 - Consumer Behavior: Healthcare Marketing Applications

Detailed study of consumer behavior, with an emphasis on pharmaceutical and healthcare marketing application including examination of the decision-process models originally developed for marketing consumer products. Models of illness/health behavior and methods for market segmentation analysis, consumer-oriented marketing strategies, and tactics for attitude change and behavior motivation are introduced.
3 class hrs

Prerequisites & Notes
(Prerequisite: PB 319 or permission of instructor)

Credits: 3