Titular Professors
1. To raise awareness of how Marketers understand Consumer behavior both on and offline
2. To understand customer needs and wants as one of the major underpinning constructs of the marketing concept
3. Give you a comprehensive approach to Consumer Behavior from a Marketing perspective by exploring what motivates consumers
4. To understand how consumers respond to marketing activities, drawing mainly from psychology
5. To identify the components of demographic and psychographic characteristics of individuals and how these can influence buying behavior.
6. To monitor ones own knowledge gained in the marketing communication planning process through an improved understanding of Consumer Behaviour.
7. To guide you in approaching marketing from the clues, actions and attitudes that consumers show you both before, during and after the purchase process on and offline.
8. To give you a general understanding of the differences between Consumer behavior and Business behavior.
TOPIC 1: Consumers in the Marketplace | How Consumers see the World
TOPICS 2: Consumers as Decision Makers | How Consumers see themselves
TOPICS 3: Consumers as Individuals | How Consumers see the world and themselves
TOPICS 4: Businesses as Consumers | Consumer behavior in the Marketplace
TOPIC 5: Consumers and their Social Groups
The learning experience is based on a range of teaching methods that seek to foster your understanding of consumer behavior, as well as consumer behavior concepts. A hands-on approach is crucial throughout the course and will consists of a combination of out-of-class readings, exercises and/or discussion. The classes are intended to be dynamic, therefore only if students come to class prepared and willing to contribute to class discussion will they be dynamic.
Teaching Methods will consist of:
Theory, practical examples
Video supplements with original material: video clips, commercials, ads and art
Course work: exercises / group challenges / presentations / Final Exams
The course grade will be based on the following point breakdown:
10% Class participation/attendance
40% Challenges, workshops, presentations
20% Midterm Essay
30% Final exam (multiple choice questions)
Re-Take policy: the re-take for this course will consist of an exam or case study that encompasses the entire course. This grade, along with class participation and attendance will calculate your final grade
- Buying, having and being, Global Edition, 12/E Michael R. Solomon. ISBN-10: 1292153105 ISBN-13: 9781292153100 Published in 2017.
- Consumer Behaviour (second edition) Martin Evans, Ahmad Jamal and Gordon Foxall ISBN- 978-0-470-99465-8 Published in the UK in 2010.
- A European outlook Leon g. Schilffman, Leslie Lazar kanuk and Havard Hansen. ISBN: 978-0-273-70401-0. Published in the UK in 2008.
In addition to the textbooks material used for theory, you will be provided with, at times, reference materials uploaded on the university e-study. You may also be required to search for particular readings, case studies, or explanations on the web or in the library databases in order to successfully complete your course work exercises.