BUS-134 Consumer Behavior

This course introduces students to the essential principles of consumer behavior, focusing on the psychological, social, and cultural influences that drive consumer decision-making. Students will use AI-generated content and Open Educational Resources (OER) to analyze current consumer trends and apply insights to real-world marketing challenges. Through interactive exercises, case studies, and AI-generated datasets, students will gain a comprehensive understanding of how consumer behavior impacts marketing strategies, particularly in the digital landscape.

Credits

3

Lecture Contact Hours

3

Lab Contact Hours

0

Other Contact Hours

0

Course Learning Outcomes

1. Analyze and explain the stages of the consumer decision-making process and identify the various factors such as psychological, social, and environmental that influence consumer choices.
2. Apply key consumer behavior theories (such as motivation, perception, and attitude formation) to real-world marketing strategies and campaigns.
3. Evaluate how social, cultural, and emotional factors shape consumer behavior and demonstrate how these influences can be used in market segmentation and targeting
4. Critically assess ethical considerations and global trends in consumer behavior and apply this understanding to create responsible, consumer-centric marketing strategies.