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MKT 460 Consumer Behavior (3 credits)

Course Description

A course which examines such fundamental areas as consumer decision-making, processes, information processing, external and internal influences and business effects on consumer purchase/choice patterns. An analysis of the psychological, social and economic influences on consumption.

Learning Results

By the end of this course, students will be able to:
• Analyze the determinant and causal factors of consumer buying decisions.
• Understand and use tools in consumer behavior analytics.
• Interpret and analyze consumer data.
• Develop a framework for analyzing consumer behavior problems.
• Evaluate how consumer behavior can be affected by different marketing strategies.
• Demonstrate how behavioral evidence can be used to evaluate alternative marketing strategies.
• Evaluate consumer behavior theories with marketing and social psychology principles.
• Relate consumer behavior theories to real-world consumer behavior problems.
• Assess consumer behavior using relevant psychological and sociological theories.


Learning Documentation

This course consists of 14 assignments plus 16 discussion questions, and 16 quizzes.

Learning Evaluation

Assignments range in worth from 30 to 100 points, discussion questions are 10 points each, and quizzes are 25 points for a total of 1,030 points possible.

Order Textbooks

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