Consumer Behavior –

mkt554

(3 credits)

This course prepares students to apply buyer behavior theories in the marketplace. Students evaluate how demographic, psychological, and socio-cultural issues contribute to buyer behavior. Topics include consumer preference, brand perception, attitude formation, persuasion, motivation, and consumer protection.

This graduate-level course is 6 weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

Consumer Behavior and Perceptions
- Explain the relationship between consumer behavior concepts and marketing strategies.
- Identify elements of consumer analysis.
- Explain how knowledge structures influence consumer decision-making.
Consumer's Attitudes and Decision-Making Process
- Determine attitudes and intentions affecting consumer decision-making.
- Explain how problem solving processes are used to develop marketing strategies.
- Explain the importance of attention and comprehension in the development of marketing strategies.
Influencing Consumers through Marketing Strategy
- Identify how consumer behavior concepts affect the development of marketing strategies.
- Describe how conditioning and vicarious learning influence the behavior of consumers.
- Apply consumer behavior concepts in the development of marketing strategy.
Social and Environmental Issues Affecting Buyer Behavior
- Determine environmental factors influencing the behavior of consumers.
- Evaluate how cultural and cross-cultural differences influence marketing strategies.
- Explain how subcultures and social class influence the decisions of consumers.
- Justify the cultural analysis for a marketing plan.
Product Positioning within Marketing Strategy
- Explain how consumer-product relationships influence consumer decision making.
- Apply strategies toward product positioning.
- Integrate promotional strategies within a marketing plan.
Analyzing Ethical Issues in the Marketing Strategy
- Identify issues in consumer protection.
- Evaluate ethical issues within a marketing strategy.

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.

Consumer Behavior –

mkt554

Consumer Behavior and Perceptions

Consumer's Attitudes and Decision-Making Process

Influencing Consumers through Marketing Strategy

Social and Environmental Issues Affecting Buyer Behavior

Product Positioning within Marketing Strategy

Analyzing Ethical Issues in the Marketing Strategy

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