BUSN 610 Consumer Behavior in Marketing

This graduate-level course delves into the study of consumer behavior as a cornerstone of effective marketing strategy. Students will explore the psychological, sociological, and cultural factors that influence consumer decision-making processes and purchasing behaviors. Through a blend of theoretical frameworks, empirical research, case studies, and practical applications, learners will gain insights into understanding consumer motivations, preferences, and attitudes, enabling them to develop targeted marketing strategies that resonate with diverse consumer segments.

Credits

3

Offered

Summer

Outcomes

1. Understanding consumer behavior: Students will gain an understanding of the factors that influence consumer behavior. They will explore psychological, social, cultural, and situational factors that shape consumer attitudes, motivations, and decision-making processes.
2. Consumer research methods: Students will learn different research methods and techniques used to study consumer behavior. They will gain knowledge of quantitative and qualitative research approaches, including surveys, interviews, focus groups, and observation. They will understand how to collect, analyze, and interpret consumer data.
3. Consumer decision-making process: Students will explore the stages of the consumer decision-making process, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. They will understand the factors that influence each stage and the implications for marketing strategies.
4. Market segmentation: Students will learn about market segmentation and targeting strategies. They will understand how to identify and define consumer segments based on demographic, psychographic, and behavioral characteristics. They will explore approaches to targeting specific consumer segments effectively.
5. Consumer attitudes and perception: Students will gain knowledge about consumer attitudes and perception and their impact on consumer behavior. They will learn how attitudes are formed, changed, and influenced by marketing activities. They will understand the role of perception in the interpretation of marketing messages and the importance of managing consumer perceptions.
6. Consumer motivation and needs: Students will explore the concept of consumer motivation and needs. They will understand different types of consumer needs, such as functional, social, and emotional needs, and how they drive consumer behavior. They will learn how to identify and appeal to consumer motivations through marketing strategies.
7. Influences on consumer behavior: Students will examine various external influences on consumer behavior. They will explore the role of culture, social class, reference groups, family, and personal factors in shaping consumer attitudes and behaviors. They will understand the impact of marketing communications, advertising, and social media on consumer decision-making.
8. Branding and consumer behavior: Students will gain insights into the relationship between branding and consumer behavior. They will understand how brands influence consumer perceptions, preferences, and loyalty. They will learn branding strategies that create strong connections with consumers and drive brand loyalty.
9. Consumer behavior in the digital age: Students will explore the impact of digital technology and the internet on consumer behavior. They will understand how online platforms, e-commerce, and social media shape consumer decision-making and purchasing behavior. They will learn digital marketing strategies to engage and influence consumers effectively.
10. Ethical and sustainable consumer behavior: Students will examine ethical and sustainable issues in consumer behavior. They will explore the role of corporate social responsibility, ethical marketing practices, and sustainability initiatives in influencing consumer choices. They will understand the growing importance of ethical and sustainable considerations in consumer decision-making.