BUS 205 - Consumer Behavior

Credits: 5
LEC hours per week: 5
Students will learn how to target different population segments for marketing efforts by using research and analysis. They will use data to create customer profiles and value propositions. Simulations will stimulate creativity and adaptation following market disruptions.
Course Outcomes:

Describe each stage of the individual decision-making model
Relate spending and resources to the decision-making model.
Use data to influence purchase decisions.
Survey focus groups and analyze results.
Evaluate the marketing of an existing product.
Develop a personality trait quiz to identify market segments.
Build buyer personas.
Create video advertisements targeted at specific buyer personas.

Course Topics:

Needs, motivations, and goals
Consumer perception, learning, and personalities
Attitude formation and change
Decision-making
Persuasion
Creating brand-loyalty
Cultural variations
Regulation