mkt435 | undergraduate

Consumer Behavior

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This is an introductory course in analyzing consumer and purchasing behaviors as basic considerations in the development of a marketing mix. Economic, social, psychological, and cultural factors are considered as they relate to the development of marketing programs.


Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 5 weeks

topic title goes here

    Consumer Behavior and Marketing Strategy

    • Explain the roles of learning and memory theories in developing marketing strategies.
    • Apply consumer behavior principles to marketing strategies.

    Consumer Behavior Overview

    • Relate consumer behavior to marketing.
    • Analyze consumer behavior.
    • Examine the impact of purchasing trends on consumer behavior.

    Demographics and Psychographics

    • Discuss the importance of demographic data in making marketing decisions.
    • Explain how marketers can use psychographic information.
    • Determine when to use demographic data, geographic, behavioral segmentation and psychographic information in making marketing decisions.

    Influences on Consumer Behavior

    • Analyze the impact of external and internal influences on consumer behavior and marketing strategies.
    • Identify environmental factors that influence consumer perception of a marketing message.

    The Consumer Decision-Making Process

    • Analyze the elements of the consumer decision-making process.
    • Describe the impact of consumer satisfaction on marketing.

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    The University of Phoenix reserves the right to modify courses.

