People Innovation Excellence

MARKETING AND CONSUMER BEHAVIOR (3 Credits)

Learning Outcomes:

After completing this course, the students should be able to : Describe definition of marketing program in advertising; Understand the key concepts of advertising; Manage marketing programs which use for advertising; Integrate complete marketing communication program; Explain behaviour as a reference target to produce a design of a user-centered; consumer psychology as an important part of a communication design consideration; Understand the importance of collaboration in creating value;

Topics:

  1. Introduction to Marketing; paradigm shift in the history of marketing (from product era to digital era);
  2. Contemporary Marketing Approaches;
  3. Customer Orientation, Marketing Research;
  4. Basic Understanding of Consumer Psychology;
  5. Study of Consumer Behavior;
  6. Consumer Behavior Models;
  7. Factors affecting Consumer Behavior;
  8. Collaborative value creation.

Published at : Updated

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