Week #1 |
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How important is consumer behavior to business? If you ask the marketers who bring you television commercials or ads on your computer, they may say it is the most important thing they need to know. This course will explore the dynamic ways that society, culture, lifestyle, and groups of people impact consumer behavior. After completing this lesson, you should be able to:
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Lecture |
Introduction Meet your instructor, Nicole DeCaro, Ph.D. Dr. DeCaro will explain the details of her background as well as the goals for this course. |
Lecture |
Consumer Behavior Begin your exploration of consumer behavior by examining multi-generational relationships and how they impact businesses. |
Lecture |
Consumer Behavior Within the Scope of Business/Organization What are the four Ps of the marketing mix, and how do they fit into consumer behavior? Listen as Dr. DeCaro lectures about consumer behavior within the scope of a business. |
Week #2 |
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Module |
Ponder this scenario. Three students walk into a coffee shop. All three buy a drink, but they all buy something different. This week, you’ll discover how perception, learning, memory, and motivation shape our decisions. After completing this lesson, you should be able to:
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Lecture |
Perception, Learning, Memory, and Motivation Why do people shop the way that they do? Discover the impact of perception, learning, memory, and motivation on consumer behaviors. |
Week #3 |
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Module |
Everyone is different, and so are their impulse habits when it comes to buying. This week, you will explore how influences shape who we are and our behavior as consumers. After completing this lesson, you should be able to:
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Lecture |
Personality and Lifestyles This week, analyze how a person’s personality – that is, his/her psychological makeup – influences his/her buying choices. |
Week #4 |
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Here is another scenario: you are standing in a store looking at two similar products, both are good, the same price, yet you cannot decide what to buy. There is a good reason why. This week, we will explore those buying behaviors. After completing this lesson, you should be able to:
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Lecture |
The Decision-Making Process What is really going on behind the scenes in the decision-making process? Explore the steps involved in decision making and how consumers react to their choices. |
Week #5 |
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Have you ever felt like you need a horse to pull your shopping cart to the car? Retailers hope you do. This week, discover how the retail mix and other factors impact buying decisions. After completing this lesson, you should be able to:
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Lecture |
The Art and Science of the Buying Process What you see is what you get. At least that’s what retailers want to happen. This week, explore strategy used to influence consumer buying. |
Week #6 |
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Here is a third scenario. You just bought a new iDevice that came out a year ago, when suddenly, they announce a brand-new iDevice is coming out in three weeks. Do you skip it, or like your friends, do you buy it so you are not left behind? This week, we explore how lifestyles and the desire for social status impact consumer buying habits. After completing this lesson, you should be able to:
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Lecture |
Income and Social Class In this week’s lecture, we will address one of the myths in business and marketing: the relationship between income and social class. |
Week #7 |
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What are buying trends of a 25 year old compared to a 60 year old when it comes to buying a cell phone? This week will describe the many subcultures that impact consumer behavior. After completing this lesson, you should be able to:
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Lecture |
Dynamics of Age and Consumer Behavior Everyone in life ages. But do consumer behaviors change with age? Listen to this week’s lecture to discover the dynamics of age and consumer behavior. |
Week #8 |
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Success or failure for marketers depends upon understanding the culture of today and predicting the cultural demands of tomorrow. Conclude your course this week with a glimpse into the future of consumer behavior. After completing this lesson, you should be able to:
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Lecture |
The Future of Consumer Behavior The future of consumer behaviors contains a variety of research methods and technologies. In this lecture, examine an overview of the strategies retailers use to predict the future of consumer behavior. |
The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course. September 2014