Upon successful completion of this course, students are expected 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 ethical responsibility in building customer relationships.
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 marketing strategies, starting from the development of new products, segmentation, product launching, brand management, and ultimately managing the customers’ experience.
Pre-requisite(s): Marketing Management
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