MARKETING AND CONSUMER BEHAVIOR (2 SCU)

Learning Outcomes:

On successful completion of this course, students will be able to: relate consumers and technology; explain  the importance of consumer behavior for the communication; integrate the connection of the consumer behavior with the advertising campaign; design the result of analysis to the communication strategy for advertising.

Topics:

1. Introduction to consumer, marketer and technology;
2. Marketing situational analysis and marketing environment;
3. Marketing on day-to-day basis and marketing mix;
4. Segmentation, Targeting and Positioning;
5. Product and Brand Personification;
6. Consumer Perception;
7. Perceptual Selection;
8. Perceptual Interpretation;
9. Consumer Imagery;
10. The Communication Process;
11. Designing Persuasive Messages.