BUS 365 - Consumer Behavior

Credits: 3
Examines how and why people behave as buyers. Students learn how to analyze buyer behavior, consumer motivation, perception, attitudes, and influences. Topics include cultural and social influences, advertising and salesperson influences, market segmentation, and the decision-making process.

Enrollment Requirement: Admission into the BAS in Marketing and Entrepreneurship program; and BUS 121; and (BUS& 101 or BUS 181); and (MATH& 141 or MATH 147); or instructor consent.

Course Outcomes:
Students who successfully complete this class will be able to:

Outline the key factors that affect consumer behavior.
Summarize consumer trends based on current research related to consumer behavior.
Contrast the types and stages of consumer decision-making.
Determine consumer buying behavior using market segmentation analysis.
Formulate specific marketing strategies given a scenario for consumer buying behavior.

Program Outcomes

Analyze and use business data to develop appropriate business and marketing strategies.
Apply entrepreneurship principles to better leverage organizational resources.
Apply economic and behavioral concepts to strategy formulation.
Conduct a survey of the business environment, identify opportunities, and formulate a plan for capitalizing on them.
Assess the potential market for a product, and then formulate a plan for developing and marketing the product.
Formulate and communicate an original business plan to an audience of stakeholders.

College-wide Outcomes

Critical Thinking - Critical thinking finds expression in all disciplines and everyday life. It is characterized by an ability to reflect upon thinking patterns, including the role of emotions on thoughts, and to rigorously assess the quality of thought through its work products. Critical thinkers routinely evaluate thinking processes and alter them, as necessary, to facilitate an improvement in their thinking and potentially foster certain dispositions or intellectual traits over time.
Responsibility - Responsibility encompasses those behaviors and dispositions necessary for students to be effective members of a community. This outcome is designed to help students recognize the value of a commitment to those responsibilities which will enable them to work successfully individually and with others.