The study of consumer behavior can be applied to improving marketing strategies, shaping public policies, influencing society and improving consumer knowledge.

This curriculum can provide students with an understanding of consumer decision-making and problem solving, judgment and motivation, marketing and advertising, internal and external impacts on behavior and the interactions between the consumer and society.

Our project-based Professional Learning Model™ challenges students to develop a set of skills utilized by professionals in various fields that benefit from a current understanding of consumer behavior. The CTU PLM™ is designed to place you in the active role of collaborative problem-solver as you can study quantitative and qualitative approaches to the study of humanistic psychology. Students may then be expected to apply your knowledge to, amongst other things, analyze the impact and influence of mass media in shaping the psychology of individuals, groups and society as a whole.

In addition to a quality curriculum based on industry-current standards, courses in Colorado Technical University’s BS in Psychology degree program are taught by a faculty, many of whom are experienced professionals, who can bring a range of experience into their classrooms. Their knowledge and perspectives could offer students an opportunity to learn from individuals willing to share their understanding of emerging concepts, theories and research findings in the field of psychology as they apply to the real world behavior of individuals and groups in the consumer marketplace.

Successful completion of the BS in Psychology with a concentration in Consumer Behavior can provide students with an applicable foundation of industry-focused knowledge and skills regarding how individuals relate to the goods and services available to them, including how to:

• Understand the study of consumer behavior and its application to business, education, sales, services, public affairs, marketing and advertising.
• Explain the fundamentals of marketing management, strategy and research.
• Explore the key elements related to sales and advertising.
• Recognize the economic factors impacting consumer behaviors.
• Apply knowledge of the individual and society to consumer behavior.
• Analyze and synthesize information on consumer behavior topics.
• Develop a personal-professional brand identity and present this image to a potential client or employer.
• Reflect on one’s own strengths and areas for development in charting a course for professional and personal success.

Core courses in this curriculum include:

• Managerial Psychology
• Motivation and Emotion
• Interpersonal Communications and Dynamics
• Psychology and Mass Media
• Analytical Reasoning and Presentation of Data
• Psychology of Creativity and Ingenuity
• Positivist Psychology and Leadership
• Psychological Aspects of Cinema
• Historical Perspectives on Modern Psychology
• Psychology in the Workplace
• Social Psychology
• Human Development
• Organizational Psychology
• Biological Foundations of Behavior: The Brain
• Theories of Personality
• Abnormal Psychology in the Workplace
• Human Sexuality
• Learning & Cognition
• Psychological Test and Measurement
• Psychology of Health, Well-Being and the Environment
• Applied Psychology Capstone
• Change and Emerging Trends in Psychology
• Introduction to Social Science Research Methods
• Applied Research Methods in Psychology
• Careers in Psychology

Concentration courses in this program have been designed to help students develop applicable knowledge of consumer behavior by developing an understanding of tools such as surveys, experiments and focus groups and apply that knowledge in fields that include business, education, sales, services, public affairs, marketing and advertising. For example:

• In Consumer Behavior: The Individual, the course is focused on helping students understand the cognitive and emotional factors that influence consumers and the use of this knowledge to increase customers, customer retention, purchases, and our understanding of consumer behavior.
• In The Economics of Consumer Behavior, students can develop the analytical skills necessary to interpret economic research, including family and consumer economics. Public policy implications, social and legal aspects of consumer economics, and the changing economic situation are also studied.
• In Sales and Advertising, students can be challenged to understand the many ways consumers develop awareness of their choices of goods and services. The course can focus on utilizing knowledge of consumer behaviors to drive improved sales and critically evaluate advertising options.

Other concentration courses in this program include:

• Orientation to the Consumer Behavior Profession
• Marketing Management, Strategy and Research
• Consumer Behavior: Groups and Society
• Capstone in Consumer Behavior