Course

Credit Type:
Course
ACE ID:
SDCM-0150
Version:
4
Organization's ID:
Marketing 302
Organization:
Study.com, LLC
Location:
Online
Length:
9 weeks (40 hours)
Minimum Passing Score:
70
ACE Credit Recommendation Period:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Upper-Division Baccalaureate 3 Consumer Behavior
Description

Objective:

The course objective is for learners to be able to analyze the psychological, economic, and behavioral factors that shape consumer decisions and apply these insights to develop effective marketing strategies.

Learning Outcomes:

  • Explain the psychological processes (e.g., perception, motivation, learning) that influence consumer behavior.
  • Explain the stages of the consumer decision-making process and their implications for marketing.
  • Compare strengths and limitations of research methodologies used to study consumer behavior.
  • Analyze consumer decision-making and purchasing behavior using psychological, economic, and social behavior theories.
  • Analyze how cultural and demographic factors define and differentiate consumer market segments.
  • Develop marketing strategies that use behavioral theories to influence consumer choices.

General Topics:

  • Introduction to Consumer Behavior
  • Consumers and the Decision-Making Process
  • Consumer Buying Behavior
  • Consumer Behavior Market Research
  • Consumer Behavioral Heuristics
  • Microeconomics in Consumer Behavior
  • Individual Financial Decision-Making
  • Experiential Consumption
  • Cultural and Demographic Market Segmentation
  • Influencing Consumer Behavior
  • Consumerism and Behavioral Appeals
  • Psychology of Price
  • Customer Satisfaction
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Project-based Instruction

Methods of Assessment:

  • Quizzes
  • Written Papers
Supplemental Materials
Equivalencies

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