Closeup, cropped photo of red and white, felt lanterns in the Dorothy O'Brien Innovation Lab.

AcademicsUndergraduate Majors

Consumer Behavior & Marketplace Studies, BS

Ranked one of the top programs in the country, our Consumer Behavior & Marketplace Studies major provides students with the skills to innovate and lead in a rapidly evolving global market.

The Bachelor of Science degree in Consumer Behavior & Marketplace Studies (CBMS) blends marketing, entrepreneurship, merchandising, and product development to enhance consumers’ day-to-day lives. Experienced faculty inspire students to connect their personal interests and passions through hands-on coursework that prepares them for fulfilling careers in areas such as product development, merchandising and buying, consumer research and marketing, management and operations, e-commerce, and entrepreneurship. Leadership and professional development opportunities include internships, student organizations, business case studies, industry exploration trips, and study abroad.

Coursework & Careers

Explore the world of commerce and technology from a people-first perspective. As a CBMS major you’ll learn to research, improve, and better understand the global customer experience with the support and guidance of the School’s faculty, a team of industry experts and researchers. Coursework integrates analytics and statistics with retailing, consumer science, and business courses.

The School of Human Ecology’s CBMS graduates work for diverse and rapidly growing retailing companies around the globe. Technology and management jobs have been in high demand for several years and are only expected to continue their rapid growth.

Listen to an interview with Jerry O’Brien, Executive Director Emeritus, Kohl’s Center for Retailing, on why retailing is a smart career path.

Careers in Consumer Behavior & Marketplace Studies

Merchandise or Inventory Planning/Allocation
Product Development
Visual Merchandising
Global Sourcing
Omnichannel Supply Chain Management
Sales/Account Management
Data/Business Analysis
Entrepreneur/Business Owner
Marketing Management
Social Media/Content Manager 
Brand Management
Fashion Marketing
Consumer Behavior/Insights, Market Research
Consumer/Customer Relationship Management
Consumer Advocacy
Advertising Strategy & Planning
Brand/Consumer/Retail Strategy Consulting
Consumer Experience (CX)
User Experience Designer (UX)

Download Curriculum Checksheets

View a map of where CBMS graduates have worked recently.

Median National Salaries (U.S. Department of Labor)

$132,230 Marketing Manager

$62,120 Wholesale & Retail Buyer

$63,230 Market Research Analyst

Consumer Behavior & Marketplace Studies Stories

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