At Wuhan University, the Consumer Behavior course — usually offered within the Marketing and Business Management programs of the Economics and Management School — examines how and why individuals and groups make decisions about the acquisition, use, and disposal of goods and services. The course blends insights from psychology, sociology, and economics to help students understand the internal and external influences that shape consumer choices, including motivation, perception, learning, attitudes, culture, and social factors like family and reference groups. Students study how consumers process information, evaluate alternatives, and form preferences, and they learn to analyze the decision-making process from problem recognition through post-purchase evaluation.

The curriculum emphasizes both theoretical frameworks (such as models of consumer decision making and buyer behavior) and practical applications for marketers, enabling learners to design segmentation strategies, tailor marketing communications, and craft products and experiences that resonate with target audiences. Through lectures, case discussions, and real-world scenarios, the course builds students’ ability to interpret consumer insights, anticipate market trends, and apply behavioral understanding to strategic marketing challenges — preparing graduates for careers in marketing research, brand management, customer analytics, advertising, and strategic planning in domestic and international markets.

NOTE: The university may have additional program-specific eligibility requirements. It is recommended to verify these on the official university website.