CONSUMER BEHAVIOR (4 Credits)
Learning Outcomes:
On successful completion of this course, students will be able to: Explain the concept of consumer behaviour in the technology era; Explore the individual characteristics of consumers in the buying behaviour context; Apply communication strategy that fits in the consumer behaviour; Explore the social factors of consumer behaviour; Analyze the consumer decision making process and marketing ethics.
Topics:
- Technology-Driven Consumer Behaviour;
- Consumer Research;
- Segmentation, Targeting, and Positioning;
- Final Project Discussion;
- Consumer Motivation and Personality;
- Consumer Perception;
- Consumer Learning;
- Consumer Attitude Formation and Change;
- Persuading Consumers;
- From Print and Broadcast Advertising to Social and Mobile Media;
- Reference Groups and Word-of-Mouth;
- The Family and Its Social Standing;
- Culture’s and Subculture’s Influence on Consumer Behaviour;
- Cross-Cultural Consumer Behaviour: An International Perspective;
- Consumer Decision-Making and Diffusion of Innovations;
- Marketing Ethics and Social Responsibility;
- Final Project Presentation.
SOCIAL MEDIA
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