Consumer Behavior
Why?
This is an elective course that sits outside the core data science curriculum. It provides insight into how and why consumers make purchasing decisions, which can be relevant if you're interested in using your data science skills in marketing analytics or e-commerce. Understanding psychological factors that drive consumer choices can help you ask better questions when analyzing customer data and provide context for interpreting patterns you might discover.
What?
This course explores the psychological and social factors that influence consumer purchasing decisions. You will learn about consumer decision-making processes, factors affecting buying behavior, marketing influences, traditional models of consumer behavior, and frameworks like Maslow's hierarchy of needs. The course blends psychology, sociology, and marketing principles to explain how consumers select, purchase, and use products and services.
