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.
Explain the relationship between consumer psychology and marketing communications.
Consumer Needs, Perceptions, and Attitudes
Conduct marketing research on consumers, using secondary sources.
Explain the effect of consumer needs, perceptions, and attitudes on designing marketing communications.
Environmental Influences on Consumer Behavior
Identify psychological and social factors that influence consumer behavior.
Examine external environmental influences of consumer behavior.
Influence of Consumers on other Consumers
Analyze the effect of social and cultural settings on consumer behavior.
Identify consumer differences in the interpretation of marketing messages.
Explain the relationship between consumer traits on consumer behavior.
Domestic and Global Consumer Behavior
Evaluate the implications of cross-cultural consumer behavior for the marketing mix.
Identify global issues that affect consumer behavior.
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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 Representative.
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.