MKT/554 - Consumer Behavior
Course Description
This course prepares students to apply buyer behavior theories in the marketplace. Students evaluate how demographic, psychological, and socio-cultural issues contribute to buyer behavior. Topics include consumer preference, brand perception, attitude formation, persuasion, motivation, and consumer protection.
This graduate course is 6 weeks.
This course has a prerequisite. Please see details in the Prerequisite section below.
PLEASE NOTE:
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.
Course Objectives
Week 1
- Describe the relationship between consumer behavior concepts and marketing strategies.
- Identify elements of consumer analysis.
- Explain how knowledge structures influence consumer decision-making processes.
Week 2
- Analyze attitudes and intentions that affect consumer decision-making and buying behavior
- Explain psychological and sociological principles used to persuade, incentivize, and attract various types of consumers.
Week 3
- Assess the effectiveness of marketing strategies that are designed to influence consumer behavior.
- Compare and contrast how conditioning and vicarious learning influence consumer behavior.
Week 4
- Analyze environmental factors that influence consumer behavior.
- Evaluate how cultural differences influence marketing strategies.
- Explain how subcultures and reference groups influence the decisions of consumers.
- Explain the importance of including a cultural analysis within a marketing plan.
Week 5
- Formulate how consumer-product relationships and branding influence consumer decision making.
- Explain the nature and importance of product positioning.
- Develop and integrate promotional strategies within a marketing plan.
Week 6
- Identify issues in consumer protection.
- Evaluate potential ethical issues within a marketing strategy.
Notes
During the checkout process you will be prompted to provide proof of the requirement(s). If you completed the prerequisite at another institution be prepared to upload an official/unofficial transcript. If you have questions about meeting the prerequisite requirements for this course please contact an enrollment representative.Prerequisites
This graduate level course requires proof of completion of a Bachelor's degree. Be prepared to provide documentation during the checkout process.
Disclaimers
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. Please check with an Enrollment Representative.
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.