People Innovation Excellence
 

CONSUMER BEHAVIOR (4 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to: Explain the concept of consumer behaviour in the technology era; Explore the individual characteristics of consumers in the buying behaviour context; Apply communication strategy that fits in the consumer behaviour; Explore the social factors of consumer behaviour; Analyze the consumer decision making process and marketing ethics.

Topics:

  1. Technology-Driven Consumer Behaviour;
  2. Consumer Research;
  3. Segmentation, Targeting, and Positioning;
  4. Final Project Discussion;
  5. Consumer Motivation and Personality;
  6. Consumer Perception;
  7. Consumer Learning;
  8. Consumer Attitude Formation and Change;
  9. Persuading Consumers;
  10. From Print and Broadcast Advertising to Social and Mobile Media;
  11. Reference Groups and Word-of-Mouth;
  12. The Family and Its Social Standing;
  13. Culture’s and Subculture’s Influence on Consumer Behaviour;
  14. Cross-Cultural Consumer Behaviour: An International Perspective;
  15. Consumer Decision-Making and Diffusion of Innovations;
  16. Marketing Ethics and Social Responsibility;
  17. Final Project Presentation.

 


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