Consumer Behavior

Learning Outcomes

Upon successful completion of this course, students are expected to be able to: Define existing consumer behavior concept, theories, and models; Describe basic principles of consumer’s behaviors from a variety of behavioral perspectives; Describe the role of consumer’s behavior in mass communication from the perspective of public relation and advertising; Recognize the influence and roles of various factors relating to consumer’s decisions process; Demonstrate the usage of consumer marketing research and strategy to shape consumer behavior; Analyze consumer decision making in a variety of situations and be able to develop  decision model for a specific product/ brand/ situation.

Topics

This course introduces an in-depth understanding of the roles and function of consumers in the market place and it’s implication for marketing strategy related to public relations and advertising. The class demonstrates and analyzes consumer decision making process, perception, learning, group influences, and marketing implications.

Pre-requisite: Introduction to Public Relation, Introduction to Advertising