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Marketing 302: Consumer Behavior
December 2012 – Present.
Upon successful completion of the course, students will be able to: illustrate the stages of the consumer decision-making process; illustrate how consumer behavior affects the marketing process; compare and contrast the different psychological processes that influence consumer behavior; illustrate how marketers apply behavioral theories to influence consumers; evaluate the effects of economics on consumer behavior; analyze the effects of heuristics on the behavior of consumers; and compare and contrast research methodologies used to analyze consumers and their behaviors.
The course is self-paced, and instruction is delivered through online video and text lessons. Students are assessed through quizzes and a proctored final exam. Topics include: introduction to consumer behavior, factors influencing consumer behavior, consumers and the decision-making process, consumer behavioral heuristic, consumer buying behavior, microeconomics in consumer behavior, individual financial decision-making, experiential consumption, consumer behavior market research, influencing consumer behavior, consumerism and behavioral appeals, psychology of price, and customer satisfaction.
In the upper division baccalaureate degree category, 4 semester hours in Business, Marketing, Communications, or Psychology (12/17).