Independent study and proficiency examination program administered from the central offices of LOMA.
Length:
Varies-independent study.
Dates:
July 2001 - December 2012.
Instructional delivery format:
Proficiency exam
Learner Outcomes:
Upon successful completion of the course, students will be able to: describe the marketing implications of the different roles a customer plays (user, payer, and buyer); explain how to identify, measure, and create market values for customers; explain how personal characteristics of customers influence customer behavior; describe how perception and learning affect customer decision making; discuss the motivational process and identify the needs, emotions, and moods that motivate customers; define attitudes and explain how they influence customer behavior; identify the steps of the decision-making process for household and business customers; and identify the challenges, rewards, and needs of intermediary customers.
Instruction:
Major topics include: managerial importance of customer behavior; multiple customer roles; market values customers seek; financial services customers; determinants of customer behavior; the customer as perceiver and listener; customer motivation: needs, emotions, and psychographics; customer attitudes; market differentiation and segmentation; understanding intermediaries as customers; individual customer decision making; business customer decision making; understanding consumers as financial services customers; customer loyalty to products; relationship-based buying; creating market values for the customer.
Credit recommendation:
In the upper division baccalaureate degree category, 3 semester hours in Marketing (6/02) (1/08 revalidation).