BUS630: Resources | Saylor Academy

Topic	Name	Description
	Course Syllabus

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Course Introduction

Course Syllabus

Unit 1: Introduction to Consumer Behavior

1.1: Consumer Behavior Overview

1.2: Consumer Identity

1.3: The Stages of Information Processing

Unit 1 Study Resources

Unit 1 Assessment

Unit 2: The Consumer Learning Process

2.1: Consumer Learning

2.2: Consumer Memory

2.3: Consumer Purchasing Motives

Unit 2 Study Resources

Unit 2 Assessment

Unit 3: Understanding the Consumer

3.1: Consumer Self-Concept

3.2: Personality and Lifestyles

Unit 3 Study Resources

Unit 3 Assessment

Unit 4: Influencing Consumer Attitudes

4.1: Attitudes Components

4.2: Marketing Appeals

Unit 4 Study Resources

Unit 4 Assessment

Unit 5: The Purchasing Process

5.1: Decision-Making Process

5.2: Consumer Attitudes

Unit 5 Study Resources

Unit 5 Assessment

Unit 6: Consumer Analysis and Marketing Strategy

6.1: Customer Management

6.2 Other Uses for Customer Management

Unit 6 Study Resources

Unit 6 Assessment

Unit 7: The Effects of Consumer Groups

7.1: Consumer Groups

7.2: Demographic Groups

Unit 7 Study Resources

Unit 7 Assessment

Unit 8: The Influences of Class, Ethnicity, and Age

8.1: Behavior Influences

8.2: Subcultures

Unit 8 Study Resources

Unit 8 Assessment

Unit 9: Cultural Influences

9.1: Culture Myths and Rituals

9.2: Global Marketing

Unit 9 Study Resources

Unit 9 Assessment

Unit 10: Informing Marketing Strategy

10.1: Emotional Branding

10.2: Putting It Together

Unit 10 Study Resources

Unit 10 Assessment

Study Guide

Course Feedback Survey

Certificate Final Exam