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

Semesters Course Will Be Offered

• Fall
• Spring

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.

View Course Outline

BUS 134: Consumer Behavior

Course Description

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.

Credit Hours

3

Contact Hours

Lecture	3
Lab	0
Other	0

Semester(s) Course Will Be Offered

Fall, Spring

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.

Topic Outline

1. Introduction to Consumer Behavior

2. Overview of Consumer Behavior and its Importance in Marketing

3. Key Concepts and Definitions

4. The Interdisciplinary Nature of Consumer Behavior (Psychology, Sociology, Economics)

5.

6. The Consumer Decision-Making Process

7. Stages of the Consumer Decision Process (Problem Recognition, Information Search, Evaluation, Purchase, Post-Purchase Behavior)

8. The Role of Motivation and Needs in Decision-Making

9.

10. Consumer Perception

11. Sensory Perception and How it Affects Consumer Choices

12. Perceptual Process (Selective Exposure, Attention, Distortion)

13. The Role of Branding and Advertising in Shaping Perception

14.

15. Social and Cultural Influences

16. Social Groups and Consumer Behavior (Family, Reference Groups, Social Class)

17. Culture and Subcultures

18. The Impact of Social Media on Consumer Behavior

19.

20. The Role of Emotions in Consumer Behavior

21. The Impact of Emotional Responses on Decision Making

22. Emotional Branding and Advertising

23. The Influence of Mood and Affect on Consumer Choices

24.

25. Consumer Behavior in the Digital Age

26. The Influence of Digital Marketing and Online Shopping

27. Social Media and Influencer Marketing

28. Mobile Marketing and Consumer Behavior

29.

30. Consumer Behavior and Ethics

31. Ethical Considerations in Marketing to Consumers

32. Consumer Privacy, Data Security, and the Ethical Use of Consumer Data

33. Marketing to Vulnerable Populations (Children, Elderly)

34.

35. Consumer Behavior and Global Markets

36. Cross-Cultural Differences in Consumer Behavior

37. International Consumer Behavior Trends

38. Adapting Marketing Strategies for Global Markets

39.

40. Applying Consumer Behavior to Marketing Strategies

41. Segmentation, Targeting, and Positioning Based on Consumer Behavior Insights

42. Creating Effective Marketing Messages and Campaigns

43. Product Development and Pricing Strategies