Consumer Behavior
course
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)
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