Skip to Main Content Skip to bottom Skip to Chat, Email, Text
"Degrees & Programs"


Consumer Behavior




Estimated Tuition


Total credits


Course length

Start when you're ready

Choose an upcoming start date:

Enroll by 1pm Central:

Please Note: Attendance and participation are mandatory in all University courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.

University of Phoenix reserves the right to modify courses. While widely available, not all programs are available to residents of all states. Please check with a University Enrollment Representative.

Course level: Undergraduate

This is an introductory course in analyzing consumer and purchasing behaviors as basic considerations in the development of a marketing strategy. Family and cultural factors that influence consumer behavior are considered as they relate to the development of marketing programs. Consumer decision-making processes are examined to develop marketing communications strategies. Tools are developed to measure the effect of consumer behavior theory in effective marketing strategies.



What you'll learn

Course skills and outcomes

Consumer Behavior Overview

  • Analyze elements of consumer behavior decision-making processes.
  • Apply consumer behavior principles to marketing strategy and segmentation.

Inside the Mind of the Consumer

  • Examine the role of internal influences on consumer behavior.
  • Explain how attitudes are formed and changed through motivations and emotions.
  • Examine the impact of consumer perception and learning on brand image.

The Consumer’s Environment

  • Examine the relationship between American values, demographics, families, and subcultures and consumerism.
  • Explain the influence of various groups on consumer behavior and the consumption process.

Consumer Decision Making

  • Examine the impact of situational influences and problem recognition on the consumer decision-making process.
  • Analyze the impact of information gathering, evaluation, and selection on the consumer choice process.

Consumer Behavior and Marketing Strategy

  • Analyze the impact of the Internet and mobile and social media on consumer behavior and marketing strategy.
  • Explain the effects of globalization and international economy on consumer behavior and marketing strategy.


Why take courses at University of Phoenix

Accreditation that matters

We’ve been accredited by the Higher Learning Commission ( for more than 40 years.

Real-world instructors

Learn from instructors who bring an average of 25 years of working experience to the classroom.

Affordable and potentially reimbursable

Our tuition and fees are competitive and fixed. Also, check to see if your employer will cover you for this course.

Next Steps

Start a conversation about your future with an enrollment representative today.

Start a conversation about your future with an enrollment representative today.

Call (844) 937-8679

Transfer Credits

Credit Transfer

Credit Transfer

Need to transfer credits to another college or university?

Before you enroll in a course, check with your school of choice to make sure they will accept our transfer credits and to understand any requirements or limitations. Then you can complete your course, and request your official transcript be sent to your school. That’s it!

How to request your transcripts