Consumer Behavior

Aims of the course

The overarching aim of the course is to enhance the students' ability to incorporate a comprehensive understanding of consumer behavior into marketing practice. The course will introduce the core concepts and frameworks of consumer behavior derived from diverse traditions of consumer research. The students will learn to build upon these concepts and frameworks and apply them to solving complex marketing problems. The students will learn to approach consumer behavior from varying angles that, when combined, lead toward a comprehensive understanding of today's dynamic consumers and their interaction with products, services and marketing.

Course syllabus

1. Course introduction - overview of course and assignments.

2. Consumer behavior and consumer research traditions.

3. Introduction of consumer behavior concepts and frameworks - the psychological tradition.

4. Consumer research as the basis of branding strategy

5. Introduction of consumer behavior concepts and frameworks - the socio-cultural tradition.

6. Consumer culture and cultural strategy.

7. Team project presentations and discussion.

Course director(s)

  • Office Hours
  • Tuesday at 10:30 in P-323
  • Irena Vida, PhD, Full Professor

  • Academic Unit for Marketing (Regular Member)
  • Academic Unit for International Economics and Business (Associate Member)
  • Academic Unit for Management and Organisation (Associate Member)
  • Office Hours
  • Thursday at 12:00 in P-319 ZOOM
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