Marketing 350

MKTG 350: Consumer Behavior

Prerequisites: MKTG 340

Credit Hours: (3)

A study of the consumer decision process, the cultural, social, and psychological factors variables that influence behavior, and the impact of consumer actions on marketing tactics and strategies. This course applies concepts from a variety of social science disciplines to include psychology, sociology, and cultural anthropology to describe, explain, evaluate, and predict consumer behavior.

Note(s): Cultural or Behavioral Analysis designated course.


Detailed Description of Content of the Course

Whether an organization is a profit or non-profit business, a brick-and-mortar store or internet-only business, it exists because there are people who “consume” what the organization “produces.” Yet, in most cases the consumers are taken for granted and it is assumed that their needs, attitudes, and behavior are well understood. An organization will suffer and may cease  to exist if a competitor is able to better understand and serve customers’ needs.
This course helps students develop an understanding of the factors that influence consumer behavior and the application of behavioral science theories to marketing decision making. Topics covered in this course include:

• Consumer behavior and marketing strategy
• The consumer decision process
• Cultural influencers on consumer behavior
• Learning, memory and consumer socialization
• Motivation, personality, and emotion
• Attitudes and influencing attitudes
• Perception
• Self-concept and lifestyle
• Group influences on consumer behavior

Detailed Description of Conduct of the Course

Instructional approaches used in this course include lecture, discussions, and experiential activities.  Other strategies that may be employed include projects, case study, guest lecturers, and multimedia applications.

Goals and Objectives of the Course

At the conclusion of the course, the student will be able to:

• Describe the consumer decision process
• Recognize the social, cultural and psychological variables that shape the consumer decision process
• Demonstrate the impact of consumer behavior concepts on marketing tactics and strategies

Assessment Measures

Students’ grades in this course may be based on examinations, participation in class discussions, experiential exercises or other projects as assigned.  

Other Course Information

Review and Approval

10-18-04, reviewed and approved by the Dept. of Management and Marketing faculty

11-04-11, reviewed, revised and approved by the Department of Marketing faculty

March 20, 2012 Revised

March 01, 2021