This course provides students with an understanding of consumer purchasing behavior. The study of consumer behavior takes a deeper investigation of how having (or not having) certain products affects our lives. This course looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In this class, we will analyze In major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance, making it easy to apply them outside of the classroom.
The discipline borrows from several social sciences including psychology, sociology, and anthropology to explain behavior in the marketplace. Theories of buyer behavior and research findings as they apply to sales. This course uses the marketing segmentation approach to explain that consumer behavior is a professional endeavor and to link psychological, socio-cultural and decision-making aspects.
- Teacher: Arthur Lyons