Consumer Behavior

University of Phoenix Online
Phoenix, AZ, United States

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' This course presents and analyzes the most critical issues of consumer behavior both for individual consumers and within the organizational environment. Priority is placed on the economic, psychological, and sociocultural factors that affect consumer behavior and the consumer decision process. By analyzing and understanding consumer behavior, marketing managers can ultimately understand the influence of this process in management decisions. In addition, this course presents an analysis of the prevailing consumer behavior theories in the marketplace.

Topics and Objectives

Buyer Behavior and Marketing Concepts

Explain the link between buyer behavior concepts and marketing strategy.
Compare and contrast B2B and B2C behaviors from a buyer and seller perspective.
Differentiate consumer and organizational buying behavior.
Buyer Decision-Making Model

Examine buyer motivations in relation to Maslow’s hierarchy.
Distinguish between high and low buyer involvement.
Analyze B2B and B2C buying scenarios utilizing the buyer decision-making model.
Examine the relationship between buying patterns and brand-building strategies.
Buyer Decision-Making Influencers

Explain the impact of influencers (e.g., situational, socioeconomic, attitudinal) on buying decisions.
Analyze the impact of global culture, organizational culture, and subcultures on buying decisions.
Assess physical good or service positioning in relation to buyer decision-making influencers.
B2B Marketing Strategies

Analyze buying behavior and motivations in the B2B marketplace.
Formulate a plan leveraging buyer behavior theory and research to market a B2C physical good or service in the B2B marketplace.
Generate a simple financial analysis that supports the feasibility of a B2B marketing plan.
B2C Marketing Strategies

Analyze buyer behavior and motivations in the B2C marketplace.
Formulate a plan leveraging buyer behavior theory and research to market a B2B physical good or service in the B2C marketplace.
Generate a simple financial analysis that supports the feasibility of a B2C marketing plan.
Ethics and Buyer Behavior

Recognize marketing managers’ responsibilities to buyers as well as to society.
Compare and contrast buyer and seller ethics in marketing.
...''

Phone:800-492-6552

School Address:

University of Phoenix Online
3157 E. Elwood Street
Phoenix, AZ 85034
United States

Phone: 800-492-6552
E-Mail: online@phoenix.edu
Web: http://www.uopx.com

Jobs & Resumes: Phoenix
Houses & Roommates: Phoenix

Project Management in the Business Environment
Operations Management
Quality Management & Productivity
Global Business Strategies
Project Management
Critical Thinking: Strategies in Decision Making
Organizational Behavior
Management: Theory, Practice, & Application
Marketing Strategy
Marketing Research
Marketing and Stakeholder Relations
Marketing Management
Sales Management
Integrated Marketing Communications
Buyer Behavior
International Marketing
Public Relations
Marketing
The Role of e-Business in Supply Chain Management

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