People Innovation Excellence

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.

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