Consumer Behavior

Learning Outcomes

Upon successful completion of this course, students are expected to be able to explain the principal theories of consumer behavior and consumer decision process, identify and describe internal and external factors that influence consumption behavior, analyze how consumer behavior affects business and marketing strategy, apply knowledge of consumer buying behavior to enhance strategic decision making, apply professional and ethics responsibility in building customer relationship

Topics

This course provides studies on the examination and application of consumer behavior principles as well as the impact of how consumers think, feel and  behave towards the development and implementation of the marketing strategies. Consumer behavior  theories will be useful in the whole process of planning a marketing strategies, starting from the development of new products, segmentation, product launching, brand management, and ultimately managing the customer’s experience.

Pre-requisite: MK105-Marketing Fundamentals