A group of students sit at tables in front of an instructor pointing to a display of a bar graph.

The Bachelor of Science degree in Consumer Behavior & Marketplace Studies integrates research and knowledge from economics, finance, sociology, psychology, marketing, and public affairs to understand and improve the global customer experience. Students learn to analyze and solve problems from a people-first, and therefore a consumer-first perspective.

Our experienced faculty guide students through an applied and project-based curriculum that prepares them for careers in a variety of diverse and rapidly growing companies around the globe. As a Consumer Behavior & Marketplace Studies major, students will learn to apply analytical skills to better understand and improve the global customer experience from a human-centered approach. Active student learning is accomplished with the support and guidance of faculty, a team of industry experts, and researchers.

Consumer Behavior & Marketplace Studies majors complete a required internship before graduating, allowing them to further pursue their own personal interests and to further develop a strong portfolio of knowledge and experience that will propel them to launch successful careers.

Students in the major benefit from the  Kohl’s Center for Retailing Excellence, housed in the School of Human Ecology. The Center offers opportunities for students to network with industry partners, participate in case competitions, and attend trade shows and industry conferences. Additionally, as a National Retail Federation University Member and Fashion Scholarship Fund member students gain the skills and resources needed for a life-changing career in a dynamic and growing global retail industry.  

Potential career areas could be, and are not limited to:

  • Consumer Insights and Analytics
  • Merchandise Buying and Planning
  • Product Development
  • Brand Management
  • Media and Public Relations
  • Corporate Social Responsibility
  • Digital, Social Media, and Content Development Marketing
  • Consulting
  • Entrepreneurship

How to Get in

Current UW–Madison Students

Students in their first year of enrollment at UW-Madison

Requirements Details
How to get in No application required. All students who meet the requirements listed below are able to declare. For information on how to declare, see: https://go.wisc.edu/sohe-declare.
Courses required to get in None.
GPA requirements to get in
  • First-semester students have no GPA requirement to declare.
  • Non-first-semester students within their first year of enrollment at UW-Madison: Minimum 2.750 cumulative GPA based on all UW-Madison coursework.
Credits required to get in None.
Other Must be in good academic standing with their current school or college.

All other students (who do not meet the declaration criteria above)

Requirements Details
How to get in Application required. Meeting the requirements listed below does not guarantee admission. (https://go.wisc.edu/sohe-apply)
Courses required to get in None.
GPA requirements to get in None.
Credits required to get in None.
Other Must be in good academic standing with their current school or college.
Semester Deadline to apply Decision notification timeline
To apply for a fall start The fifth Friday of the term. Students will be notified about decisions approximately one month after the application deadline.
To apply for a spring start The fifth Friday of the term. Students will be notified about decisions approximately one month after the application deadline.
To apply for a summer start This program does not accept applications to start in the summer.

Prospective UW-Madison Students

All prospective UW–Madison students must apply through the central Office of Admissions and Recruitment.

Students who indicate interest in the consumer behavior and marketplace studies major on their UW–Madison application will be admitted to the major upon admittance to the university. In addition, students may indicate interest in consumer behavior and marketplace studies when registering for Student Orientation, Advising, and Registration (SOAR).

University General Education Requirements

All undergraduate students at the University of Wisconsin–Madison are required to fulfill a minimum set of common university general education requirements to ensure that every graduate acquires the essential core of an undergraduate education. This core establishes a foundation for living a productive life, being a citizen of the world, appreciating aesthetic values, and engaging in lifelong learning in a continually changing world. Various schools and colleges will have requirements in addition to the requirements listed below. Consult your advisor for assistance, as needed. For additional information, see the university Undergraduate General Education Requirements section of the Guide.

General Education
  • Breadth—Humanities/Literature/Arts: 6 credits
  • Breadth—Natural Science: 4 to 6 credits, consisting of one 4- or 5-credit course with a laboratory component; or two courses providing a total of 6 credits
  • Breadth—Social Studies: 3 credits
  • Communication Part A Part B *
  • Ethnic Studies *
  • Quantitative Reasoning Part A Part B *

* The mortarboard symbol appears before the title of any course that fulfills one of the Communication Part A or Part B, Ethnic Studies, or Quantitative Reasoning Part A or Part B requirements.

School of Human Ecology Requirements

Math0-3
Algebra
Or higher (not MATH 141) unless exempt through placement exam
Statistics3-4
Select one of the following:
Introduction to Statistical Methods
Statistics for Sociologists I
Introductory Applied Statistics for the Life Sciences
Basic Statistics for Psychology
Statistics: Measurement in Economics
Quantitative Methods in Geographical Analysis
Arts and Humanities
Literature3
Humanities6
Social Science
ECON 101 Principles of Microeconomics4
Select 6 credits designated Social Science breadth6
Physical, Biological and Natural Science9
Human Ecology Breadth3
Select one Human Ecology course from CSCS, DS, HDFS, or INTER-HE.
Total Credits34-38

Consumer Behavior and Marketplace Studies Requirements

A complete list of requirements is below. Students should follow the curriculum requirements in place at the time they entered the major. This requirement list should be used in combination with a DARS report.

Consumer Behavior and Marketplace Studies Core Courses
CNSR SCI 257 Introduction to Retail2
CNSR SCI 201 Consumer Insights 23
CNSR SCI 175 Introduction to Consumer Finance3
CNSR SCI 657 Consumer Behavior3
CNSR SCI 564 Retail Financial Analysis 23
CNSR SCI 555 Consumer Design Strategies & Evaluation 23
Accounting Course
Select one course from the following:3
Accounting Principles
Introductory Financial Accounting
Fundamentals of Accounting and Finance for Non-Business Majors
Excel Proficiency
Select one course from the following:1-2
Foundational Skills for Business Analysis
Introduction to Data Analysis using Spreadsheets
Consumer Behavior and Marketplace Studies Depth
Select one course from the following:3
Consumer Analytics 2
Consumer Engagement Strategies 2
The Global Consumer 2
Product Development Strategies in Retailing 2
Consumer Science Depth
Select 6 credits from the course list below. 6
(Not also used in the Consumer Behavior and Marketplace Studies Depth category)
Consuming Happiness
Consumer Financial Services Innovation
Finances & Families
Consumer Analytics 2
Building Financial Assets and Capability for Vulnerable Families
Sustainable and Socially Just Consumption
Entrepreneurialism and Society
Families & Poverty
The Consumer and the Market 2
Special Topics
Consumer Engagement Strategies 2
The Global Consumer 2
Product Development Strategies in Retailing 2
Consumer Policy Analysis
Professional Development
CNSR SCI 250 Retail Leadership Symposium 11
INTER-HE 202 SoHE Career & Leadership Development1
CNSR SCI 603 Retailing Internship3
Electives
Select electives to bring degree credit total to 120
Total Credits35-36
1

CNSR SCI 250 Retail Leadership Symposium may be repeated for up to three credits. Credits in addition to the one required credit will be counted as elective credits.

2

Consider the course prerequisites when planning.

University Degree Requirements

Total Degree To receive a bachelor's degree from UW–Madison, students must earn a minimum of 120 degree credits. The requirements for some programs may exceed 120 degree credits. Students should consult with their college or department advisor for information on specific credit requirements.
Residency Degree candidates are required to earn a minimum of 30 credits in residence at UW–Madison. "In residence" means on the UW–Madison campus with an undergraduate degree classification. “In residence” credit also includes UW–Madison courses offered in distance or online formats and credits earned in UW–Madison Study Abroad/Study Away programs.
Quality of Work Undergraduate students must maintain the minimum grade point average specified by the school, college, or academic program to remain in good academic standing. Students whose academic performance drops below these minimum thresholds will be placed on academic probation.

Learning Outcomes

  1. Invoke interdisciplinary and collaborative approaches to understand the interactions between individuals and their social and environmental contexts.
  2. Demonstrate the ability to harness, analyze and interpret relevant data for making real world decisions.
  3. Acquire professional and life skills related to workplace communication, teamwork, active listening and adapting to technology.
  4. Demonstrate an understanding of the global retail industry and how retailers can enhance consumer well-being.

Four-Year Plan

This is a sample four-year plan for Consumer Behavior and Marketplace Studies. We encourage all students to consult with their academic advisor to develop an individualized plan that meets their specific needs.

Please note there are several prerequisites required for course sequencing within the major. View prerequisites by clicking on the course links in the plan below. Some examples include:

Freshman
FallCreditsSpringCredits 
Communications A3Communications B3-4 
Ethnic Studies3ECON 1014 
MATH 1123Humanities3 
Science3Science3 
Elective2Human Ecology Breadth3 
 14 16-17 
Sophomore
FallCreditsSpringCredits 
CNSR SCI 2501Literature3 
CNSR SCI 2572Science3 
STAT 301 (or other Statistics course from requirement list)3Elective2 
Humanities3CNSR SCI 1753 
GEN BUS 106 or A A E 335 (Excel proficiency)1-2CNSR SCI 2013 
Social Science3INTER-HE 2021 
 13-14 15 
Junior
FallCreditsSpringCreditsSummerCredits
ACCT I S 100, 300, or GEN BUS 3103CNSR SCI 5643CNSR SCI 6033
Social Science3CNSR SCI 6573 
Elective3-4Elective3 
Elective3Elective3 
Elective3Elective3 
 15-16 15 3
Senior
FallCreditsSpringCredits 
Elective3CNSR SCI 5553 
Consumer Behavior & Marketplace Studies Depth3Consumer Science Depth3 
Consumer Science Depth3Elective3 
Elective3Elective3 
Elective3Elective2 
 15 14 
Total Credits 120-123

Advising and Careers

Advising & Career Center

The Advising & Career Center (ACC) fosters undergraduate students' personal, academic, and professional development. Through advising, academic planning, and career education, we support students as they navigate the college experience — from exploring our majors as prospective students to becoming Human Ecology alumni. 

Academic Advising

Each Human Ecology student is assigned to an academic advisor in the Advising & Career Center. Human Ecology academic advisors support academic and personal success by partnering with current and prospective Human Ecology students as they identify and clarify their educational goals, develop meaningful academic plans, and pursue their own Wisconsin Experience. 

To explore academic advising resources or schedule an appointment with an academic advisor, visit Advising in Human Ecology.

Career Development

Each Human Ecology student is assigned to a career advisor in the Advising & Career Center. Active engagement in the career development process is a vital component of a student’s personal growth in college and future success as a lifelong learner, professional, and global citizen. Human Ecology career advisors help prepare students for life post-graduation through individual and group advising and integration of career readiness throughout our curriculum.

To explore career development resources or schedule an appointment with a Human Ecology career advisor, visit Career Development.

Potential career areas could be, and are not limited to:

  • Consumer Insights and Analytics
  • Merchandise Buying and Planning
  • Product Development
  • Brand Management
  • Media and Public Relations
  • Corporate Social Responsibility
  • Digital, Social Media, and Content Development Marketing
  • Consulting
  • Entrepreneurship

Other Career Resources

Kohl’s Center for Retailing Excellence – connects industry partners with students to develop forward-thinking leaders of the future.

NRF University Member - The NRF Foundation provides the skills and resources needed for a life-changing career. As NRF's nonprofit 501(c)(3), they connect people to an industry that’s a great place to start and a great place to grow. Together, they help people build better lives and stronger communities.

Fashion Scholarship Fund Member - The Fashion Scholarship Fund awards scholarships to help FSF Member School students succeed in all sectors of the industry including design, merchandising, marketing analytics, and business strategy. The FSF also provides scholars with a wide range of internship and career opportunities, mentorship, networking, professional development, and unprecedented access to the industry's most influential leaders and companies.

People

For more information, visit the School of Human Ecology Consumer Science faculty and staff directory

Wisconsin Experience

Internships

Internships are a vital part of student career development and a highly valued component of the undergraduate curriculum in the School of Human Ecology. High-quality internships foster student development by bringing theories and classroom-based learning to life in real-world settings. In addition, internships give students the opportunity to explore careers related to their major, gain relevant experience in their field(s) of interest, and develop a better understanding of what is expected in a workplace by performing the tasks of a professional in that field.

For Human Ecology majors, internships are a requirement of our undergraduate curriculum. Students must have at least a junior standing (54+ credits) in order to pursue a 3-credit internship and must complete a minimum of 150 hours at the internship site. To be eligible, an internship must be educational in nature, directly relate to a student’s major and career goals, and be approved by the Advising & Career Center.

For some Human Ecology majors, additional course prerequisites may be required. For more information, visit Human Ecology Internships

Student Organizations

School of Human Ecology student organizations include:

  • Apparel and Textile Association (ATA)
  • Community & Nonprofit Leaders (CNPL) of UW–Madison
  • Financial Occupations Club for University Students (FOCUS)
  • Interior Design Organization (IDO)
  • Phi Upsilon Omicron (National Honor Society in Family and Consumer Sciences)
  • Re-Wear It 
  • School of Human Ecology Makerspace Organization (SoHE Makerspace)
  • Student Retail Association (SRA)

For more information about joining a Human Ecology student organization, please visit Human Ecology Student Organizations

Learn more about UW–Madison registered student organizations through the Wisconsin Involvement Network

Resources and Scholarships

Advising & Career Center 

The Advising & Career Center (ACC) fosters undergraduate students' personal, academic, and professional development. Through advising, academic planning, and career education, we support students as they navigate the college experience—from exploring our majors as prospective students to becoming Human Ecology alumni. 

Academic Advising

Each Human Ecology student is assigned to an academic advisor in the Advising & Career Center. Human Ecology academic advisors support academic and personal success by partnering with current and prospective Human Ecology students as they identify and clarify their educational goals, develop meaningful academic plans, and pursue their own Wisconsin Experience. 

To explore academic advising resources or schedule an appointment with an academic advisor, visit Advising in Human Ecology

Career Development

Each Human Ecology student is assigned to a career advisor in the Advising & Career Center. Active engagement in the career development process is a vital component of a student’s personal growth in college and future success as a lifelong learner, professional, and global citizen. Human Ecology career advisors help prepare students for life post-graduation through advising and integration of career readiness throughout our curriculum.

To explore career development resources or schedule an appointment with a Human Ecology career advisor, visit Career Development.

Scholarships and Other Financial Resources

The School of Human Ecology awards many merit and need-based scholarships each year. Students can learn more about these opportunities on the Human Ecology scholarships webpage. To be eligible for these awards, scholarship recipients must be registered as full-time Human Ecology students. For further questions on the scholarship application, please contact the School of Human Ecology Scholarship Coordinator at scholarships@sohe.wisc.edu.

Students who experience personal challenges or emergency financial situations may inquire about the availability of short-term loans with the Human Ecology Academic Deans (deansservices@sohe.wisc.edu). In addition, university scholarships, loans, and employment are available through the Office of Student Financial Aid (333 East Campus Mall #9701; 608-262-3060).