Consumer Behavior and Analysis

DMK593

The Consumer Behavior and Analysis course explores how psychological, behavioral, cultural, and technological factors influence consumer decisions as well as how these insights inform strategic marketing decisions. Students will learn how to build specific customer personas, analyze market segments, and evaluate targeting strategies. In addition, the curriculum surveys ethical considerations related to personalization, behavioral data, and consumer trust, emphasizing the role of responsible decision-making in digital marketing practice.

Total Credit Hours: 3.00