The Consumer Behavior Simternship
Bridge consumer psychology and real-world marketing practice
Get the right resources to help your students turn classroom concepts into career-ready experience! The Stukent® Consumer Behavior Simternship® asks students to step into the role of a brand marketer for Buhi Supply Co., a simulated e-commerce retailer. Across seven rounds, they will analyze research data, build customer profiles, and develop a value proposition that aligns with their target market. Students will also adjust messaging and ad strategy in response to shifting market conditions.
Pair the simulation with the “Consumer Behavior” courseware to help students connect theory to practical decision-making in the workplace.
Build students’ skills with a Simternship
Each round mirrors professional practice, giving students the hands-on experience they need to thrive in today’s competitive job market.
This experience made me reaffirm that hands-on learning is effective. I strongly advocate for more academic institutions to integrate such dynamic learning models into their curricula!
Anonymous Student, Washington State University
Preview
What’s in a Simternship round?
Each round asks students to apply what they’ve learned to real-world consumer behavior scenarios. Curious to see how the Simternship works? Take a guided tour of a round!
Radhika Duggal
The “Consumer Behavior” courseware
Prepare future marketers to influence and inspire consumer decisions
The reading material boosted my confidence and helped me gain an understanding of each concept we focused on ... my comprehension has grown and helped me develop a greater appreciation for the business world.
Hannah H., Student, Baylor University
Preview
Explore the table of contents
Equip your students with the marketing skills they need to thrive in today’s dynamic, fast-paced business world. The “Consumer Behavior” courseware provides students with a comprehensive understanding of the psychological, cultural, and technological factors that influence buying decisions, and how marketers can utilize these insights to shape buyer behavior.
Chapter 1: Introduction to Consumer Behavior
Chapter 2: Consumer Needs, Motivations, and Goals
Chapter 3: Consumer Perception
Chapter 4: Consumer Learning
Chapter 5: Consumer Personalities
Chapter 6: Consumer Attitude Formation and Change
Chapter 7: Individual Decision Making
Chapter 8: Reference Groups and Word of Mouth
Chapter 9: Persuading Consumers Through Messaging
Chapter 10: Influencing the Buying Process
Chapter 11: Creating Brand Loyalty
Chapter 12: Connecting Innovation to Consumer Behavior
Chapter 13: Cross-Cultural Variations in Consumer Behavior
Chapter 14: Impact of Technology on Consumer Behavior
Chapter 15: Consumer Behavior and the Regulatory Environment
See how easy it is to teach your next course with the “Consumer Behavior” courseware.
About the Author
Radhika Duggal
Radhika Duggal is the Chief Marketing Officer at Major League Soccer (MLS) and an adjunct professor of marketing at the NYU Leonard N. Stern School of Business. She has built her expertise through senior leadership roles at Fortune 100 companies, management consulting for Fortune 500 brands, and as a start-up CMO.
Across her career, Radhika has led innovative, full-funnel, multi-channel marketing initiatives that deliver measurable business results. She is the author of the “Consumer Behavior” courseware and a co-creator of the Consumer Behavior Simternship, bringing her extensive industry experience into the classroom to prepare students for the realities of modern marketing.
Instructor support you can count on
With a 96.4% satisfaction rate and an average response time under 10 minutes, the Stukent Support Team and customer success managers ensure you can focus on teaching.
Always have the latest edition
The “Consumer Behavior” courseware contains robust instructional resources for educators and students. Best of all, the Stukent team updates the courseware annually, which means your curriculum will always be on the cutting edge of industry.
