Consumer Behavior and Customer Value

Learning Outcomes

Upon successful completion of this course, students are expected to identify and respond to consumer behavior changes and issues to emerging local and global business opportunities; to identify and analyze the market and industry using consumer behavior conceptual frameworks; to design and apply comprehensive consumer behavior approach to address local and global business problems; to collect, communicate, and disseminate relevant information related to consumer behavior to the appropriate decision makers for effective business results; and to articulate and apply ethical code of conducts in relation to consumer behavior framework in daily business activities and decisions.

Topics

Consumer behavior and customer value are related closely as both enables marketers to see the market in a comprehensive manner, from point of view of companies and customers respectively. The course includes topics such as Value Proposition, Customer Lifestyle Segmentation, Online Buying Behavior and many other contemporary issues in management and marketing field.