MKT-345 at Southern New Hampshire University is an undergraduate course on the behavior consumers display in searching for, purchasing, using, evaluating and disposing of products, according to the catalog. It needs Applied Marketing Strategies (MKT-205) first.
The course is more psychological than many marketing classes. Students are asked to explain why people choose as they do, using concepts such as motivation, perception, learning and social influence. The challenge is applying those ideas to a specific consumer and product instead of reciting definitions.
Course at a Glance
| Item | Details |
|---|---|
| University | Southern New Hampshire University (SNHU) |
| Course code | MKT-345 |
| Level and credits | Undergraduate, 3 credits |
| Prerequisite | MKT-205 Applied Marketing Strategies |
| Subject area | Consumer psychology and decision-making |
| Typical work | Purchase-process analyses, theory applications, a consumer profile or project (check your syllabus) |
What MKT-345 Covers
The catalog description follows the life of a purchase, which is a useful way to organize your study.
| Stage in the catalog | Questions to ask |
|---|---|
| Searching | How does the consumer recognize a need and look for information? |
| Purchasing | What shapes the final choice, such as price, brand, peers or situation? |
| Using | How is the product actually used, and does that match expectations? |
| Evaluating | How satisfied is the consumer, and what do they do about dissatisfaction? |
| Disposing | What happens at the end: resale, recycling, discarding, replacement? |
Key Concepts Explained
The Decision Process
Many textbooks describe a sequence from need recognition to information search, alternative evaluation, purchase and post-purchase evaluation. Real decisions are not always this orderly, and strong answers note when a purchase is routine or impulsive instead.
Illustration (invented): Buying a laptop for college may involve a long search and comparison. Buying a phone charger at a checkout may skip most stages. The marketing implications differ: the first needs detailed information, the second needs availability and convenience.
Internal and External Influences
Internal factors include motivation, perception, learning, attitudes and personality. External factors include family, reference groups, culture and situation. A useful analysis separates the two and shows which matter most for the case.
Illustration: A student choosing running shoes might be driven internally by a health goal and externally by friends who run. A brand message about community could appeal to the second influence.
Typical Assignments and How to Approach Them
| Assignment type | What it tests | How to approach it |
|---|---|---|
| Purchase process analysis | Applying the decision model | Choose one real purchase and walk through each stage with evidence |
| Theory application essay | Linking a concept to behavior | Define briefly, then spend most space on application |
| Consumer profile | Segmenting and describing a target group | Support each trait with data or a credible source |
| Marketing implications | Turning insight into action | For each finding, state one marketing response |
From Insight to Marketing Action
The most useful habit in this course is converting every observation about behavior into a decision. The table shows the pattern with invented examples.
| Observation about the consumer | Concept | Marketing response |
|---|---|---|
| Buyers read many reviews before purchase | Information search | Make reviews easy to find and respond to criticism |
| Buyers choose what friends use | Reference groups | Encourage sharing and referrals |
| Buyers regret high-priced purchases | Post-purchase evaluation | Follow up with reassurance and guarantees |
Writing a Consumer Analysis
Whatever the format, a clear consumer analysis answers four questions in order: who is the consumer, what is the purchase, how does the decision unfold, and what should the marketer do?
Choose one specific consumer segment rather than "people". A first-year student buying a laptop gives you far more to analyze than "consumers in general", because motives, budget and information sources become concrete.
Use theory as a tool, not decoration. Two concepts applied well to a real example are stronger than six defined in a list. Where you can, back claims with published research or reputable survey data and cite it as your assignment requires.
Where Students Get Stuck
- Definition dumping. Listing theories without applying them scores poorly.
- Assuming everyone is like you. Use research on the target group, not personal habits alone.
- Skipping post-purchase stages. Using, evaluating and disposing are in the catalog description and are easy to forget.
- No marketing link. Insight matters when it changes what a marketer does.
Study Tips for MKT-345
- Pick one product you know well and run each new concept through it.
- Make a one-page map of the five purchase stages and add theories to each.
- Observe real purchases, such as online reviews or store behavior, for evidence.
- End every analysis with a practical recommendation.
How We Help with MKT-345
Send the prompt, rubric and any product or case details. A writer can prepare a custom analysis, explain how to apply a theory, or review your own draft for use of evidence and marketing relevance. For qualitative methods that help you study consumers, see our qualitative research guide.
GradeEssays is independent of Southern New Hampshire University. Our work is a study and reference aid: use it to understand the approach, then write and submit your own work under SNHU's academic integrity policy. Orders are written from scratch, with free revisions within the scope of your original request and a full refund if late.
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Frequently Asked Questions
SNHU lists MKT-205 Applied Marketing Strategies.
The behavior consumers display in searching, purchasing, using, evaluating and disposing of products.
It draws on psychology and social science ideas, but the aim is marketing application.
It is listed as 3 credits at undergraduate level.
MKT-620 is the graduate course Consumer Behavior and Marketing, with a focus on segmentation, customer journeys and ethical marketing plans.
Yes. Send the case and rubric and we can show a worked application and review yours.