This is an introductory course in analyzing consumer and purchasing behaviors as basic considerations in the development of a marketing strategy. Family and cultural factors that influence consumer behavior are considered as they relate to the development of marketing programs. Consumer decision-making processes are examined to develop marketing communications strategies. Tools are developed to measure the effect of consumer behavior theory in effective marketing strategies.
This undergraduate course is 5 weeks.
Attendance and participation are mandatory in all university courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.
Topics and Objectives
Consumer Behavior Overview
- Analyze elements of consumer behavior decision-making processes.
- Apply consumer behavior principles to marketing strategy and segmentation.
Inside the Mind of the Consumer
- Examine the role of internal influences on consumer behavior.
- Explain how attitudes are formed and changed through motivations and emotions.
- Examine the impact of consumer perception and learning on brand image.
The Consumer’s Environment
- Examine the relationship between American values, demographics, families, and subcultures and consumerism.
- Explain the influence of various groups on consumer behavior and the consumption process.
Consumer Decision Making
- Examine the impact of situational influences and problem recognition on the consumer decision-making process.
- Analyze the impact of information gathering, evaluation, and selection on the consumer choice process.
Consumer Behavior and Marketing Strategy
- Analyze the impact of the Internet and mobile and social media on consumer behavior and marketing strategy.
- Explain the effects of globalization and international economy on consumer behavior and marketing strategy.
The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. More information about eligibility requirements, policies, and procedures can be found in the catalog.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.