MARKETING AND CONSUMER BEHAVIOR (2 Credits)
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 :
- Introduction to consumer, marketer and technology;
- Marketing situational analysis and marketing environment;
- Marketing on day-to-day basis and marketing mix;
- Segmentation, Targeting and Positioning;
- Product and Brand Personification;
- Consumer Perception;
- Perceptual Selection;
- Perceptual Interpretation;
- Consumer Imagery;
- The Communication Process;
- Designing Persuasive Messages.
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