Retailing & Consumer Behavior

Retailing and Consumer Behavior (RCB) leverages technology and research to understand and improve the global customer experience.

Ranked one of the top programs in the country, our RCB major allows you to blend business and analytics with creativity, trend tracking, and technology. You’ll earn a Bachelor of Science degree and the skills to work in an industry that powers economies and offers ample employment opportunities, including online retailing and social commerce professions. Our experienced faculty guide RCB students through an inspiring and flexible curriculum that prepares them for careers in a dynamic and globally-focused industry.

RCB is part of the Consumer Science department, educating both undergraduate and graduate students.

Contact Us

Connect with one of our academic advisors to learn more about SoHE’s RCB major, tour our school, and even attend a class.

Student Academic Affairs and Career Development
(608) 262-2608
Fax: (608) 265-3616
Mail: School of Human Ecology
1194 Nancy Nicholas Hall
Fetzer Center for Student Excellence
1300 Linden Drive, Madison, WI 53706
For information about visiting the UW-Madison campus, contact Campus and Visitor Relations.