People Innovation Excellence
 

MARKETING AND CONSUMER BEHAVIOR (3 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Explain about marketing concept; Describe marketing communication and tools; Describe the importance of consumer behavior for the communication strategy; Integrate the connection of the consumer behavior with the brand and communication strategy; Design the result of analysis to the communication strategy for advertising.

Topics:

  1. Introduction to marketing on day-to-day basis and marketing mix;
  2. Marketing situational analysis and marketing environment;
  3. Marketing communications, promotional tool and promotional mix;
  4. Market research, ethnographic and target insight;
  5. Consumer behavior in brand advertising and design considerations;
  6. Consumer’s different roles in consumer behavior perspective;
  7. Consumer influences and decision making in buying decision;
  8. Consumers subcultures;
  9. Segmentation and positioning;
  10. International marketing and consumers respond to brand diffusion and innovation;
  11. 21th century marketing of digital interactive in internet era.

Published at : Updated

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