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Consumer Behavior

Today’s competitive marketing climate has led many companies to explore theories of consumer behavior. This course focuses on the profile of the consumer—psychographics and demographics—and consumer interests, with an emphasis on generational marketing. Segmented and niche markets and their development are also discussed. Prerequisites: none.

Thomas Handley
Thomas Handley
His industry credits read like an issue of GQ or Vogue with key positions at companies ranging from Polo/Ralph Lauren, and Badgley Mischka to Adrienne Landau. where he was Executive Vice President. In his current capacity as Professor of Marketing and Public Relations at Parsons, Tom is thrice nominated for the Distinguished Faculty of the Year. Tom pairs his academic tenure, his 20+ years in the fashion in...
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Mar 04 - May 12
Spring 2019
CRN 5255
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What you will learn
  • What is consumer behavior, why it is important to the fashion industry.
  • How demographics and psychographics are assessed to identify specific consumers.
  • Observing behavior with emphasis on research.
  • How fashion marketers communicate.
  • What is “globalization” and why it is important.
  • The importance of consumers and the relationship of them to society.
  • The role environmental influences play in behavior.
  • Why consumers make different decisions.
  • The difference in consumers having different demographics and psychographics.
  • How marketers use social media to learn about and communicate with customers.
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