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Marketing and Consumer Behavior Degree Opens Doors image

The Bachelor of Arts in Marketing and Consumer Behavior at Ohio Christian University provides students with insight into human behavior, emphasizing what motivates consumers to buy products and services. Students gain the knowledge needed for developing effective consumer segmentation, the starting point in all marketing strategies, programs, and campaigns. Graduates can articulate the psychology, analyze the motivations, and create effective marketing strategies based on an understanding of both consumer behavior and marketing.

The degree adds value by providing a mix of business, psychology, and marketing learning. Elsewhere programs only focus on one discipline, such as marketing, but our Marketing and Consumer Behavior program covers the spectrum of needed knowledge in today’s digital age.  Program professors have experience in analyzing consumer behavior and are passionate about the discipline. According to US Bureau of Labor Statistics, the job outlook for consumer behavior and customer insight specialists shows a 19% increase, and for marketing careers, it is expected to increase 9%.

The Marketing and Consumer Behavior degree teaches students to understand why consumers buy products and services and to enjoy the challenge of ethically persuading consumers to select preferred offerings. Students learn why and how to identify consumer needs, wants, and preferences and to use the best ways and channels to communicate desired choices to entice consumers to purchase products and services.

Consumer behavior requires astute analysis so businesses can succeed in selling into and expanding target markets. A degree in marketing and consumer behavior is a skill set useful for companies seeking to expand their reach in local and global markets. Knowing consumer behavior well provides businesses a competitive advantage. Graduates know how to discover and apply critical information, so employers compete more effectively.

According to Marketing Lead Affiliate Professor Stephanie Grimes, “Mobile communications and the internet have impacted consumers’ shopping behavior. Those who can look at all the factors and accurately predict a situation or response to various products or services will succeed in business as emerging technologies evolve.”

Companies like Amazon, Apple, and Walmart use data gathering tools to understand better consumers and competitors who use online platforms to reach global markets. Businesses benefit from knowing what influences consumer buying, including the consumers’ ages and generations, income and education levels, and perceptions and opinions about specific products and services. Each consumer’s preferences, standards, and cultural characteristics are unique. Marketers who understand these attributes are better able to entice consumers to purchase while building brand loyalty.

The digital age is impacting the world as much as did the industrial revolution. Multinational firms are processing massive amounts of information to find advantages over competitors. Consumer awareness of values, diversity of their preferences, and the immense quantity of consumers cause companies to tune their marketing strategies and operations to match consumer expectations. Marketers who understand consumer behavior are equipped to help their employers to adapt and succeed. Knowing the influence of demographics, such as location, generation, and education, on brand preferences is increasingly crucial for success.

Student Victoria Litteral attests, “The courses are useful and beneficial. Taking these courses hasn't seemed like work. I work as a marketing coordinator and apply what I learn in my job. My professor gives me positive feedback. When I’ve turned in a good paper, she shows me what I can to do to make it even better. Having expert feedback helps me to apply the knowledge I am acquiring. In my Marketing Concepts course, I developed a marketing plan. Then, I was able to develop a plan for my employer. The marketing department used it, and we are creating a plan for the coming year. It has been a wonderful opportunity to learn marketing.” 

For more information about the Marketing and Consumer Behavior program, please visit www.ohiochristian.edu, email agsenroll@ohiochristian.edu, or call us at 1 (877) 246-3675.

Articles of Interest

Summer Institute

Summer Institute to Offer New Online Courses and Certificates

Summer Institute

Published: May 5, 2020

Ohio Christian University’s Summer Institute provides the opportunity for professionals, K-12 teachers, professors, university students, and high school students to complete online graduate or undergraduate level courses at a reduced rate.  OCU is also introducing ten new stand-alone certificate programs as part of the Summer Institute for anyone interested in furthering his or her skills in an area. Most courses begin June 1, 2020. Graduate Level Courses for Teachers and Professors These courses are designed to help K-12 and undergraduate instructors work towards a graduate degree.
Ohio Christian University’s Summer Institute provides the opportunity for professionals, K-12 teachers, professors, university students, and high school students to complete online graduate or undergraduate level courses at a reduced rate.  OCU is also introducing ten new stand-alone certificate programs as part of the Summer Institute for anyone interested in furthering his or her skills in
Ohio Christian University’s Summer Institute provides the opportunity for professionals, K-12 teachers, professors, university students, and high school students to complete online graduate or
Distance Learning Supports Social Distancing  image

Distance Learning Supports Social Distancing

Distance Learning Supports Social Distancing  image

Published: March 17, 2020

Suddenly the term “social distancing” has invaded our vocabulary and people are much more aware of their surroundings. They are seeking ways to maintain some normalcy in their day-to-day lives while keeping a safe distance from others. The outbreak of COVID-19 has resulted in many universities shifting onsite classes to distance learning, including Ohio Christian University.  Thankfully, Ohio Christian is experienced in this area having offered online classes for over a decade to adults and teens. Students have the option to enroll in Trailblazer Academy (College Credit Plus), Online-
Suddenly the term “social distancing” has invaded our vocabulary and people are much more aware of their surroundings. They are seeking ways to maintain some normalcy in their day-to-day lives while keeping a safe distance from others. The outbreak of COVID-19 has resulted in many universities shifting onsite classes to distance learning, including Ohio Christian University.  Thankfully,
Suddenly the term “social distancing” has invaded our vocabulary and people are much more aware of their surroundings. They are seeking ways to maintain some normalcy in their day-to-day lives 
Best Online Colleges Award

Ohio Christian recently named top online college in Ohio

Best Online Colleges Award

Published: March 13, 2020

Value Colleges recently named Ohio Christian University as one of the top online colleges in Ohio, awarding Ohio Christian the #2 spot. According to the Value Colleges article, “The programs featured in Value Colleges’ Best Online Colleges in Ohio have found the best balance between affordability, accessibility, and quality.” Ohio Christian’s Online Program offers over 50 Certificate, Associate, Bachelor and Master level degree programs in the areas of Business, Marketing, Data Analytics, Information Technology, Emergency Management, Human Services, Criminal Justice, Ministry,
Value Colleges recently named Ohio Christian University as one of the top online colleges in Ohio, awarding Ohio Christian the #2 spot. According to the Value Colleges article, “The programs featured in Value Colleges’ Best Online Colleges in Ohio have found the best balance between affordability, accessibility, and quality.” Ohio Christian’s Online Program offers over 50 Certificate,
Value Colleges recently named Ohio Christian University as one of the top online colleges in Ohio, awarding Ohio Christian the #2 spot. According to the Value Colleges article, “The programs
Ohio Christian: A Leader in Online Education image

Ohio Christian: A Leader in Online Education

Ohio Christian: A Leader in Online Education image

Published: March 9, 2020

Ohio Christian University is one of the leading Central Ohio universities for earning an online degree. Columbus CEO magazine recently ranked Ohio Christian as #4 on their Leaderboard Report for Central Ohio Online Degree Programs. [1] The report shows that for fall 2019, Ohio Christian had 932 online undergraduate and graduate students from the Central Ohio region alone and 2171 total online students. The report also highlights Ohio Christian's excellent 14:1 student-to-faculty ratio and affordable price point. Explore online degree options or take the next step by submitting our 
Ohio Christian University is one of the leading Central Ohio universities for earning an online degree. Columbus CEO magazine recently ranked Ohio Christian as #4 on their Leaderboard Report for Central Ohio Online Degree Programs. [1] The report shows that for fall 2019, Ohio Christian had 932 online undergraduate and graduate students from the Central Ohio region alone and 2171 total
Ohio Christian University is one of the leading Central Ohio universities for earning an online degree. Columbus CEO magazine recently ranked Ohio Christian as #4 on their Leaderboard Report for
Two students sitting on a bench

Ohio Christian Works to Enhance Graduates’ Financial Security

Two students sitting on a bench

Published: December 5, 2019

Over recent years college debt has increased at a growing rate with the Federal Reserve currently reporting the average amount of college debt to be $32,731. Of those who owe education debt, 10.3% are reported to be behind on their payments. The level of debt and negative impact to credit for those who default is a major burden to student’s financial security after graduation and their piece of mind. Ohio Christian University, as a Christian institution, has a goal not only of education but also to instill principles of biblical stewardship into our students. Additionally, the
Over recent years college debt has increased at a growing rate with the Federal Reserve currently reporting the average amount of college debt to be $32,731. Of those who owe education debt, 10.3% are reported to be behind on their payments. The level of debt and negative impact to credit for those who default is a major burden to student’s financial security after graduation and their piece
Over recent years college debt has increased at a growing rate with the Federal Reserve currently reporting the average amount of college debt to be $32,731. Of those who owe education debt, 10.3%

Archived Articles of Interest

Ohio Christian Ranked Among Best Online Logistics Management Programs image

Ohio Christian Ranked Among Best Online Logistics Management Programs

Ohio Christian Ranked Among Best Online Logistics Management Programs image

Published: October 16, 2019

Ohio Christian University was recently ranked as offering one of the best online baccalaureate programs in Logistics Management. The university was ranked 8th out of 15 by the Online Schools Report (OSR), which serves as a resource for students pursuing online programs. According to OSR, their rankings are based on six data points: three schoolwide and three program-specific. For schoolwide, OSR uses student satisfaction, admission rates, and the number of programs the school offers online. For program-specific, OSR checks the median debt of graduates from that program, how many
Ohio Christian University was recently ranked as offering one of the best online baccalaureate programs in Logistics Management. The university was ranked 8th out of 15 by the Online Schools Report (OSR), which serves as a resource for students pursuing online programs. According to OSR, their rankings are based on six data points: three schoolwide and three program-specific. For schoolwide
Ohio Christian University was recently ranked as offering one of the best online baccalaureate programs in Logistics Management. The university was ranked 8th out of 15 by the Online Schools Report
Professor Laklieshia Izzard

Dr. Izzard Serves Georgia

Professor Laklieshia Izzard

Published: October 16, 2019

Ohio Christian University strives to have faculty members who not only serve their students with excellence, but also serve their community in big ways. Dr. Laklieshia Izzard, an affiliate professor for the Social Science Department at the Ohio Christian University Atlanta site, exemplifies this goal for Christian service to the community. Her newest role as President of the American Counseling Association of Georgia (ACA of Georgia), will allow her to serve counselors across the entire state. Izzard is a licensed counselor and clinical supervisor with a doctorate in counselor
Ohio Christian University strives to have faculty members who not only serve their students with excellence, but also serve their community in big ways. Dr. Laklieshia Izzard, an affiliate professor for the Social Science Department at the Ohio Christian University Atlanta site, exemplifies this goal for Christian service to the community. Her newest role as President of the American
Ohio Christian University strives to have faculty members who not only serve their students with excellence, but also serve their community in big ways. Dr. Laklieshia Izzard, an affiliate
Student is coached as they study

OCU Improves Retention Through Persistence and Completion Academy

Student is coached as they study

Published: July 18, 2019

Ohio Christian University has participated in the Higher Learning Commission’s Persistence and Completion Academy for the past two years. This group of around 20 institutions collaborate on ideas to improve retention and graduation rates. Through this collaboration, Ohio Christian has worked on several initiatives for both the Adult
Ohio Christian University has participated in the Higher Learning Commission’s Persistence and Completion Academy for the past two years. This group of around 20 institutions collaborate on ideas to improve retention and graduation rates. Through this collaboration, Ohio Christian has worked on several initiatives for both the Adult
Ohio Christian University has participated in the Higher Learning Commission’s Persistence and Completion Academy for the past two years. This group of around 20 institutions collaborate on ideas
Overhead view of the main Ohio Christian campus

Ohio Christian Offers New Concentrations for Online Business Program

Overhead view of the main Ohio Christian campus

Published: July 18, 2019

Ohio Christian University recently announced two new concentrations in the Bachelor of Arts in Business degree for students in the Adult
Ohio Christian University recently announced two new concentrations in the Bachelor of Arts in Business degree for students in the Adult
Ohio Christian University recently announced two new concentrations in the Bachelor of Arts in Business degree for students in the Adult
Emergency Management Degree Now Offered Online image

Emergency Management Degree Now Offered Online

Emergency Management Degree Now Offered Online image

Published: June 17, 2019

A bachelor’s degree in Emergency and Disaster Management is now available through Ohio Christian University's Adult
A bachelor’s degree in Emergency and Disaster Management is now available through Ohio Christian University's Adult
A bachelor’s degree in Emergency and Disaster Management is now available through Ohio Christian University's Adult