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National College Credit Recommendation Service

Board of Regents  |  University of the State of New York

LOMA | Evaluated Learning Experience

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Customer Behavior: Consumer Behavior and Beyond (PCS 391)

Formerly Consumer Behavior (PCS 391)

Varies-independent study.

Independent study and proficiency examination program administered from the central offices of LOMA.
July 2001 - December 2012.
Instructional delivery format: 
Proficiency exam
Learner Outcomes: 

Upon successful completion of the course, students will be able to: describe the marketing implications of the different roles a customer plays (user, payer, and buyer); explain how to identify, measure, and create market values for customers; explain how personal characteristics of customers influence customer behavior; describe how perception and learning affect customer decision making; discuss the motivational process and identify the needs, emotions, and moods that motivate customers; define attitudes and explain how they influence customer behavior; identify the steps of the decision-making process for household and business customers; and  identify the challenges, rewards, and needs of intermediary customers.


Major topics include: managerial importance of customer behavior; multiple customer roles; market values customers seek; financial services customers; determinants of customer behavior; the customer as perceiver and listener; customer motivation: needs, emotions, and psychographics; customer attitudes; market differentiation and segmentation; understanding intermediaries as customers; individual customer decision making; business customer decision making; understanding consumers as financial services customers; customer loyalty to products; relationship-based buying; creating market values for the customer.

Credit recommendation: 
In the upper division baccalaureate degree category, 3 semester hours in Marketing (6/02) (1/08 revalidation).