CONSUMER BEHAVIOUR

The course introduces students to consumer behavior and provides them with an understanding of the breadth of the field, and its importance to marketers, public policy makers, and consumers themselves.

BA in management or related fields

Knowledge and Understanding: This course provides advanced knowledge and analytical resources that will enable students to understand the psychological processes that influence consumer attitudes, decision making, and subsequent behaviors. Special attention will be paid to content related to artificial intelligence. Students will be able to • apply knowledge of consumer behavior to marketing strategy; • examine the impact of marketing on consumers; • examine how new technologies shape, constrain, and enable consumer behavior We expect students to be able to integrate knowledge about consumer behavior and manage the complexity of the different theoretical approaches involved in this field. These skills are highly relevant to decision making within organizations. Further, this course will give students the ability to acquire and understand tools and concepts in order to communicate their ideas, proposals, analyses and critical reasoning in the field of consumer behavior as effectively as possible. Overall, this course will help empower students by providing them with the tools to understand why consumers engage in certain behaviors and to evaluate the explanatory power of different theoretical models with respect to those behaviors independently.

Two main approaches can be identified to the study of consumer behavior: a “micro” orientation, which focuses on the individual psychological processes that consumers use to make acquisition, consumption, and disposition decisions, and a “macro” orientation, which focuses on group behaviors and the symbolic nature of consumer behavior. Both orientations are represented in this course. Analytical and applied issues will be integrated in the course.

Consumer Behaviour: Buying, Having and Being - 13th Global Edition

Lectures, discussions, and project work on relevant empirical issues. Students’ participation during lectures is strongly encouraged.

Project: 20% In-class activities: 5% Participation: 5% Final exam: 70%

N/A