CB450 Orientation to the Consumer Behavior Profession
This course will launch the concentration in Consumer Behavior. It will begin with defining what is "consumer behavior" and what career opportunities exist for those with a concentration in this field. The course introduces the basic theories, concepts, and findings within key areas that consumer behavior practitioner’s address: marketing, strategy, research, sales, advertising, the economy, public policy, household economics, individual consumer behaviors, and group/society influences. Because the field of Consumer Behavior draws upon an array of diverse disciplines, this orientation to the landscape will touch upon psychology, management, sociology, economics, anthropology, and ethics, among others. The insights from these disciplines will provide a tool chest of the skills consumer behavior practitioners regularly utilize. Students will be exposed to quantitative and qualitative approaches to the study of consumers and apply that knowledge to better understanding consumer behaviors.
Available online only.