Consumer Behavior and Marketing
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Course Description
In this course, students explore the underlying mechanisms that share behavior, linking experimental psychology, sociology, and marketing. Students also examine and discuss:
- the impact of triggers on consumer choice
- social networks as channels of influence
- the social influence of convergence and divergence
- the consumer decision-making process
- why products, ideas, and behaviors become popular; and
- rules to make ideas stick
In this course you will:
- gain a clear understanding of the consumer decision-making process
- discover the factors that influence your behavior as consumers
- learn common cognitive biases in consumer behavior
- conduct a market analysis
- design an effective marketing strategy
- create a multi-channel marketing program
There is an optional additional research assignment/ essay to be completed after the course. This lets you delve more deeply into a related topic of interest to you. Feedback is provided by the instructor.
Take the Consumer Behavior and Marketing course + 2 more eligible courses and earn the Psychology for the Global Workplace digital badge.
Course Registration
Earn 20 hours for the class + 20 hours for the optional additional research assignment.
Dates: October 26–27, 2024
Schedule: 9:00 a.m.–5:00 p.m., Saturday and Sunday. 1-hour lunch break included.
Registration deadline: October 24, 2024 (3:00 p.m.)
Research Assignment due: November 28, 2024
Location: Pleasantville campus
Instructor: Helen Tsoukanov
Course price: $245*
Research Assignment** price: $175*
Registration is not yet open for this course. Watch this page for future registration details!
If you encounter any problems during the registration process, please contact the English Language Institute at eli@pace.edu.
* Prices subject to change
** You must register for the weekend intensive course in order to register for the optional research assignment. You cannot register for the research assignment only. The research assignment may be taken by anyone. It gives au pairs taking this course for education credits an additional 20 hours.
*** Although this is the final date for registration, the course may be cancelled the Thursday before the class begins based on enrollment. Please register as early as possible to avoid class cancellation.
Features
- 20-40 hours
- 2-day weekend intensive course 20 hours (includes pre-assignment)
- Optional Research Assignment available for additional 20 hours
- Flexible study options
- Professional faculty
- Academic advisement
- Certificate available by request
- No registration or test fee
- Full use of University facilities
Registration
All registration and payment for courses is done online.
Location
Classes may be available Online, in New York City, or in Westchester. Please review the campus information prior to registering.
Research Assignment
The number of hours stated on the certificate is based on the average number of hours needed to complete the requirements of the assignment. Research assignments are due by the published deadline in the above course information and also as communicated in pre-arrival information sent by our Admissions team. Students may request an extension of up to 3 days by writing the Admissions team before the research assignment due date in writing to eli@pace.edu. Requests for extensions after the research assignment due date will not be honored. Research assignments received after the due date or approved extended due date will not be accepted and the research assignment hours will be forfeited.
Students who registered and attended a weekend intensive course may add-on one (1) 20-hour research assignment for specific course and topic they attended no later than the Friday after the course completed. Requests to add on a 20-hour research paper after the Friday deadline will not be approved.
Resources and Policies
Prospective and enrolled students should review essential policies and useful resources for students studying at Pace ELI. Au Pairs participating in our courses should also review important policies for Au Pairs for earning hours towards the J-1 Au Pair education requirement at Pace ELI.
Contact Us
For more information, please contact the English Language Institute. You may also schedule a visit to campus or an online meeting.