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.