Consumer Behavior

Catalog description

This course explores how individuals and institutions make consumption decisions and how those decisions inform marketing strategy and implementation and examines the psychological, social, cultural, and situational factors that shape consumer behavior across traditional and digital marketplace environments. Students analyze how customer needs, perceptions, motivations, and attitudes influence purchasing decisions, applying behavioral insights to support segmentation, targeting, positioning, and engagement strategies while evaluating the ethical implications of digital platforms, personalization, and AI-supported marketing technologies. Prerequisites: BUS 210 and BSM 315 with a “C” or better.