This course focuses on consumer behavior and marketing research. Topics include the cognitive processes underlying consumer choice, descriptive consumer characteristics, and environmental consumer behavior. This course emphasizes the implications of consumer behavior on domestic and global marketing communications.
Identify global issues that affect consumer behavior.
Evaluate the implications of cross-cultural consumer behavior for the marketing mix.
Influence of Consumers on other Consumers
Explain the relationship between consumer traits on consumer behavior.
Identify consumer differences in the interpretation of marketing messages.
Analyze the effect of social and cultural settings on consumer behavior.
Environmental Influences on Consumer Behavior
Examine external environmental influences of consumer behavior.
Identify psychological and social factors that influence consumer behavior.
Consumer Needs, Perceptions, and Attitudes
Explain the effect of consumer needs, perceptions, and attitudes on designing marketing communications.
Conduct marketing research on consumers, using secondary sources.
Consumer Demographics and Psychographics
Explain the relationship between consumer psychology and marketing communications.
Define consumer psychology.
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.