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.

Inside the Degree

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

Buying/Merchandising
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

The following section includes a carousel of 4 stories. You may advance through the carousel by clicking on the buttons below.

Francesca Mahoney poses in front of a navy blue background, in a navy blue shirt, holding her Jack Russell Terrier pet dog.

A creative leader focused on people, pets and sustainability: Meet Francesca Mahoney '04

How does one start to shift the pet industry as a whole into a more sustainable direction? This is the complex challenge Mahoney considers each day.

Read Mahoney's story

A white man with brown hair wearing a tan suit jacket and white dress shirt.

Brent Knudson ‘19, Digital Content Production Lead, H&M

"I attribute my success in my professional career to my ability to collaborate cross functionally, which I learned from my Consumer Behavior & Marketplace Studies degree. A business is made up of many teams with their own unique goals, but at the end of the day, success is achieved when you can bring them all together.”

A woman with black hair wearing a black jacket with a collar.

Anesha Gordon '20, Associate Brand Manager, Nexxus

"My degree taught me how to think from both a science and art perspective in order to achieve whatever goal I am working towards. I have been able to pivot because the foundation I was given set me up to be versatile in industries that are continuously changing.”

A smiling person with red hair sits between two tall, leafy green plants

Grace Edwards x'25, Consumer Behavior & Marketplace Studies student

“I really can’t say enough positive things about Human Ecology. The most valuable thing is the culture of encouragement that I feel from my professors and peers. I feel that the people around me want me to thrive, and they give me the space and resources to do so.”

Academics Undergraduate Majors