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Course level: Graduate
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 requires proof of completion of a Bachelor's degree. Be prepared to provide documentation during the checkout process.
What you'll learn
Course skills and outcomes
- Describe the relationship between consumer behavior concepts and marketing strategies.
- Identify elements of consumer analysis.
- Explain how knowledge structures influence consumer decision-making processes.
- Analyze attitudes and intentions that affect consumer decision-making and buying behavior
- Explain psychological and sociological principles used to persuade, incentivize, and attract various types of consumers.
- Assess the effectiveness of marketing strategies that are designed to influence consumer behavior.
- Compare and contrast how conditioning and vicarious learning influence consumer behavior.
- Analyze environmental factors that influence consumer behavior.
- Evaluate how cultural differences influence marketing strategies.
- Explain how subcultures and reference groups influence the decisions of consumers.
- Explain the importance of including a cultural analysis within a marketing plan.
- Formulate how consumer-product relationships and branding influence consumer decision making.
- Explain the nature and importance of product positioning.
- Develop and integrate promotional strategies within a marketing plan.
- Identify issues in consumer protection.
- Evaluate potential ethical issues within a marketing strategy.