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The perception of knowledge as consumer goods
appeared with the development of private education and reflects a marketing or
consumer needs approach. The consumer-needs approach sees advantages in
adapting higher education to the needs of the consumer. This article examines
whether the behavioral science curriculum (scope, and content) in the private
college is based on the approach of knowledge as consumer goods. In addition,
what is the level of satisfaction expressed by the alumni of the course, i.e.
those who completed the curriculum? The study used a
multi-method approach, combining textual analysis of archived documents and an
online questionnaire survey of 250 alumni. The results: the scope
and contents of the curriculum were only partially affected by this approach.
Nonetheless, the graduates were very satisfied with the curriculum’s
contribution to their personal and professional skills and occupations.