Course

Course Summary

Credit Type:

Course

ACE ID:

ICS-0150

Organization's ID:

MKT320

Organization:

Penn Foster College

Location:

Classroom-based

Length:

Self-paced (52 weeks)

Dates Offered:

Credit Recommendation & Competencies

Level	Credits (SH)	Subject
Lower-Division Baccalaureate	3	Consumer Behavior

Description

Objective:

The course objective is to teach students the principles involved in how and why consumers make decisions. Topics covered include influencing consumer behavior, consumer decision-making, effects on research and marketing, factors that affect purchasing behavior, and consumer acceptance of products.

Learning Outcomes:

Discuss the influence of perception, learning, memory, and attitude on consumer behavior
Explain the functions of motivation, emotion, personality, and self-concept in purchasing behavior
Describe the consumer decision making process
Identify the factors that influence consumer acceptance of new products
Explain the role of the marketing concept in exchange processes
Identify the macro forces and emerging trends that influence consumer behavior
Describe the roles of segmentation, targeting, and positioning in developing a marketing strategy
Describe the marketing implications of social and cultural influences on behavior