http://www.phoenix.edu
Consumer Behavior –
mkt435
(3 credits)
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.
This undergraduate-level course is 5
weeks.
To enroll, speak with an Enrollment Advisor.
-
Consumer Behavior Overview
- Relate consumer behavior to marketing.
- Examine the impact of purchasing trends on consumer behavior.
- Analyze 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.
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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.
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The Consumer Decision-Making Process
- Analyze the elements of the consumer decision-making process.
- Describe the impact of consumer satisfaction on marketing.
-
Consumer Behavior and Marketing Strategy
- Explain the roles of learning and memory theories in developing marketing strategies.
- Apply consumer behavior principles to marketing strategies.
- The University of Phoenix reserves the right to modify courses.
- While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
- Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.
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Learn more today
Find out how we can help you meet your goals. Not all courses are available to residents of all states. Ask your Enrollment Advisor for details.
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