Matthew Gilbert's UCSB Extension Online Classroom

Available Courses

• BUSAD X409.47 - Buying Behavior - Winter 2009

  • Teacher: Matthew Gilbert

    

  Buying behavior is the study of why consumers purchase goods and services, and the multiple factors that influence their decisions. In today's volatile marketplace, gaining a distinct advantages when selecting target markets and designing market strategy. With a particular focus on the impact of the Internet on marketing, this class explains what buying behavior is and explores how to successfully reach consumers and inspire them to take action. Integrating in-class activities, hands-on exercises, relevant readings and topical videos this course will explore topics including:

  • The basics of consumer and business buying behavior: who, what and how
  • Cultural, social, individual, and psychological influences on buying behavior
  • The delicate art of persuasion and its impact on the purchase decision process
  • The importance of branding: crafting brand positioning and creating brand equity
  • Blogs, message boards, podcasts, viral videos, Web sites, and other interactive media