BUS 236 - Consumer Behavior

3 Credit(s)

Marketing strategy and tactics explained based on explicit or implicit beliefs about consumer behavior. Included are external influences to buying, internal influences, the consumer’s buying decision process, social and ethical issues in consumer behavior. Presents information search and consumer research methods as well as ultimate consumer and industrial buyers.

Course Type: Lecture
Tuition Tier: Base
Delivery Method:
Online
Course Learning Outcomes:
CLO 1) Students will explain the psychological, social, cultural, and personal factors that influence consumer decision-making.
CLO 2) Students will analyze the stages of the consumer decision-making process and apply consumer behavior models to marketing problems.
CLO 3) Students will evaluate the impact of marketing strategies on consumer perceptions, attitudes, and behaviors across various market segments.
CLO 4) Students will discuss the ethical, legal, and regulatory factors that influence consumer rights, protections, and business responsibilities in the U.S. marketplace.
CLO 5) Students will examine the role of government, public policy, and advocacy groups in shaping consumer behavior and business practices.
CLO 6) Students will apply consumer research methods to gather insights and inform marketing decisions.