The Bachelor of Science degree in Consumer Behavior and Marketplace Studies integrates research and knowledge from sociology, psychology, marketing, public affairs, economics and finance to understand, develop 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 world. As a Consumer Behavior and Marketplace Studies major, students will learn to apply both creative and 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, industry experts, and researchers.
All Human Ecology undergraduate students 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, 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
- Media and Public Relations
- Product Development
- Brand Management
- Advertising, Marketing and Promotions
- Social Media and Content Development
- Corporate Social Responsibility
- Entrepreneurship
- Consulting
For information about possible career paths related to this major, check out What Can I Do With A Major In Consumer Behavior & Marketplace Studies?
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 |
|
| 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 Consumer Behavior and Marketplace Studies 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 Requirements
All undergraduate students must complete both the following Core General Education (Core GenEd) and University Degree and Quality of Work requirements. The requirements below apply to students whose first term at UW-Madison or whose earliest post-high school college attendance at any institution is Summer 2026 or later.
Students whose first term at UW-Madison or whose earliest post-high school college attendance at any institution occurred before Summer 2026 should refer to the archived Guide for the requirements that apply to them.
Core General Education (Core GenEd) Requirements
| Civics & Perspectives | 3 credits of Civics & Perspectives coursework. |
| Communication & Literacy | 6 credits of Communication & Literacy coursework. This requirement may be partially satisfied by a qualifying placement test score. For more information see this tiny url: https://go.wisc.edu/qualifyingenglishplacement |
| Humanities & Arts | 6 credits of Humanities & Arts coursework. |
| Mathematics & Quantitative Reasoning | 6 credits of Mathematics & Quantitative Reasoning coursework. This requirement may be partially satisfied by a qualifying placement test score. For more information see this tiny url: https://go.wisc.edu/qualifyingmathplacement |
| Natural Science & Wellness | Complete both:
|
| Social & Behavioral Science | 3 credits of Social & Behavioral Science coursework. |
| Total Credits | 30 credits. |
For more information see the policy.
University Degree and Quality of Work Requirements
All undergraduate degree recipients must complete the following minimum requirements. Requirements for some programs will exceed these requirements; see program requirements for additional information.
| Total Degree | 120 degree credits. |
| Residency | Complete 30 credits in residence. A course is considered “in residence” if it is taken when in undergraduate degree-seeking status and:
|
| Quality of Work | Achieve at least the minimum grade point average specified by the school, college, and/or academic program. |
| Math | Demonstrate minimal mathematics competence by: |
| English Language | If required to take the UW-Madison English as a Second Language Assessment Test (MSN-ESLAT), demonstrate minimal English language competence by:
|
| Language | Complete one:
|
| Major Declaration | Declare and complete the requirements for at least one major. |
School of Human Ecology BS Requirements
All Human Ecology majors share the requirements listed below. Each major has additional requirements. A single course can simultaneously count toward university, school, and major requirements if it carries the relevant designations
| Human Ecology Breadth | 6 credits in the School of Human Ecology (CNSR SCI, CSCS, DS, HDFS, INTER-HE) taken outside of the home department of the major. Excludes INTER-HE 202 or 601. |
| Communication A | Complete either:
|
| Communication B | One course with the Communication B designation. |
| Quantitative Reasoning A | Complete either:
|
| Quantitative Reasoning B | One course with the Quantitative Reasoning B designation. |
| Humanities/Literature/Arts | 9 credits with the Humanities, Literature, or Language designations. |
| Social Science | 9 credits with the Social Sciences designation. |
| Natural Science | 9 credits with the Biological, Natural, or Physical Science designations. |
| Ethnic Studies | 3 credits with the Ethnic Studies designation. |
Graduation Requirements
| Cumulative Credits | Students must earn 120 degree credits. |
| Quality of Work | Students must maintain a minimum cumulative grade point average of 2.000 to remain in good standing and be eligible for graduation. |
| Residency | Students must complete 30 degree credits in residence at UW–Madison. |
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.
| Code | Title | Credits |
|---|---|---|
| Math | ||
| Select one of the following (or may be satisfied by placement exam): | 0-3 | |
| College Algebra | ||
| Precalculus | ||
| Statistics | ||
| Select one of the following: | 3-4 | |
| Introduction to Statistical Methods | ||
| Statistics for Sociologists I | ||
| Introductory Applied Statistics for the Life Sciences | ||
| Basic Statistics for Psychology | ||
| Statistics: Measurement in Economics | ||
| Economics | ||
| ECON 101 | Principles of Microeconomics | 4 |
| Consumer Behavior and Marketplace Studies Core Courses | ||
| CNSR SCI 257 | Introduction to Retail | 2 |
| CNSR SCI 201 | Consumer Insights 2 | 3 |
| CNSR SCI 175 | Introduction to Consumer Finance | 3 |
| CNSR SCI 357 | Consumer Behavior | 3 |
| CNSR SCI 564 | Retail Financial Analysis 2 | 3 |
| CNSR SCI 555 | Consumer Strategy Consulting Practicum 2 | 3 |
| 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 not otherwise taken in the Consumer Behavior and Marketplace Studies Depth category: | 6 | |
| 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 | ||
| Career Readiness | ||
| CNSR SCI 250 | Consumer Marketplace Leadership Symposium 1 | 1 |
| INTER-HE 202 | SoHE Career & Leadership Development | 1 |
| INTER-HE 601 | Internship | 3 |
| Electives | ||
| Select electives to bring degree credit total to 120 | ||
- 1
CNSR SCI 250 Consumer Marketplace 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.
Learning Outcomes
- Invoke interdisciplinary and collaborative approaches to understand the interactions between individuals and their social and environmental contexts.
- Demonstrate the ability to harness, analyze and interpret relevant data for making real world decisions.
- Acquire professional and life skills related to workplace communication, teamwork, active listening and adapting to technology.
- 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. It is intended as a general guide and may not reflect the most current course offerings or requirement designations. We encourage all students to work with their academic advisor to develop an individualized plan and to verify all degree requirements through their DARS report.
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:
- Statistics course and Excel proficiency before CNSR SCI 201 Consumer Insights
- Accounting and Excel proficiency before CNSR SCI 564 Retail Financial Analysis
- CNSR SCI 357 Consumer Behavior before CNSR SCI 555 Consumer Strategy Consulting Practicum
| Freshman | |||||
|---|---|---|---|---|---|
| Fall | Credits | Spring | Credits | ||
| CNSR SCI 175 | 3 | CNSR SCI 257 | 2 | ||
| MATH 112 | 3 | ECON 101 | 4 | ||
| Communication A | 3 | Human Ecology Breadth | 3 | ||
| Ethnic Studies | 3 | Communication B | 3-4 | ||
| Science | 3 | Humanities | 3 | ||
| 15 | 15-16 | ||||
| Sophomore | |||||
| Fall | Credits | Spring | Credits | ||
| CNSR SCI 250 | 1 | INTER-HE 202 | 1 | ||
| CNSR SCI 357 | 3 | CNSR SCI 201 | 3 | ||
| STAT 301 (or other Statistics course from requirement list) | 3 | ACCT I S 100 | 3 | ||
| GEN BUS 106 or A A E 335 (Excel proficiency) | 1-2 | Humanities | 3 | ||
| Social Science | 3 | Science | 3 | ||
| Science | 3 | Elective | 2 | ||
| 14-15 | 15 | ||||
| Junior | |||||
| Fall | Credits | Spring | Credits | Summer | Credits |
| Human Ecology Breadth | 3 | Consumer Behavior & Marketplace Studies Depth | 3 | INTER-HE 601 | 3 |
| Social Science | 3 | Humanities | 3 | ||
| Social Science | 3-4 | Elective | 3 | ||
| Elective | 3 | Elective | 3 | ||
| Elective | 2 | Elective | 3 | ||
| 14-15 | 15 | 3 | |||
| Senior | |||||
| Fall | Credits | Spring | Credits | ||
| Consumer Science Depth | 3 | CNSR SCI 555 | 3 | ||
| Elective | 3 | CNSR SCI 564 | 3 | ||
| Elective | 3 | Consumer Science Depth | 3 | ||
| Elective | 3 | Elective | 3 | ||
| Elective | 3 | Elective | 2 | ||
| 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 Human Ecology academic advisor, visit Academic 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 in Human Ecology.
For information about possible career paths related to this major, check out What Can I Do With A Major In Consumer Behavior & Marketplace Studies?
Other Career Resources
Kohl’s Center for Retailing – 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.
Wisconsin Experience
Internships
Internships are a vital component of student career development and a highly valued part of the undergraduate curriculum in the School of Human Ecology. By bringing classroom theories to life in real-world settings, high-quality internships foster essential professional development. They provide a unique opportunity for students to explore careers related to their major, gain hands-on experience in a field of interest, and understand workplace expectations by performing professional tasks in their chosen field.
For Human Ecology majors, completing an internship is a required part of the undergraduate curriculum. To fulfill this requirement, students must meet the following criteria:
- Enrollment Requirements: Have at least junior standing (54+ credits) and taken INTER-HE 202 (SoHE Career & Leadership Development) before pursuing the internship.
- Time Commitment: Complete a minimum of 150 hours at the internship site to earn 3 academic credits.
- Eligibility & Approval: Secure an internship that is educational in nature, directly related to their major and career goals, and verified and approved by the Advising & Career Center.
- Note: Additional course prerequisites may be required for certain Human Ecology majors.
For more information and step-by-step guidance, please visit Human Ecology Internships.
Student Organizations
To see our active list of Human Ecology Student Orgs and for more information about joining, please visit Human Ecology Student Organizations.
Learn more about UW–Madison registered student organizations through the Wisconsin Involvement Network.
Resources and Scholarships
Scholarships
The School of Human Ecology (SoHE) 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.
Support Resources
Human Ecology students experiencing personal, academic, or financial challenges should contact SoHE Academic Deans Services. Additional campus resources include the Financial Aid Basic Needs website, Office of Student Assistance and Support, and University Health Services.