CONSUMER CHOICES
Syllabus
EN
IT
Learning Objectives
LEARNING OUTCOMES:
This course aims to provide the basic tools to better comprehend consumer behavior and develop customer journey mapping. By working on a number of topics and finding answers related to different aspects of human behavior in relation to consuming, the students gain a deeper understanding of the psychological processes and their importance to the behavior of the consumers. The students also engage with their own consumption habits and apply their growing knowledge to real-life situations of consumer behavior.
KNOWLEDGE AND UNDERSTANDING:
- Demonstrate a comprehensive understanding of fundamental principles and theories in consumer behavior, including their interconnections with other disciplines such as psychology, economics, and sociology.
- Identify and explain the key factors influencing consumer decision-making processes, including psychological, social, cultural, and situational factors.
- Understand the application of consumer behavior concepts to marketing problems, recognizing their significance in developing effective marketing strategies.
- Recognize and utilize basic analytical tools for investigating the customer journey, including techniques for data collection, analysis, and interpretation.
APPLYING KNOWLEDGE AND UNDERSTANDING:
- Apply consumer behavior theories and concepts to analyze and solve real-world marketing problems related to consumer consumption.
- Utilize knowledge of consumer behavior to develop innovative marketing strategies that effectively target and engage consumers.
- Demonstrate the ability to apply analytical tools to investigate and understand the customer journey, identifying opportunities for improving consumer experiences and marketing effectiveness.
- Interpret and apply research findings to make informed decisions and recommendations for addressing consumer behavior challenges in marketing contexts.
MAKING JUDGEMENTS:
- Evaluate the effectiveness of marketing strategies and tactics based on an understanding of consumer behavior principles and theories.
- Critically assess consumer behavior situations to identify underlying factors and drivers influencing consumer choices.
- Make informed judgments about the ethical implications of marketing practices on consumer behavior and well-being.
- Analyze and critique research methodologies and findings related to consumer behavior, considering their validity, reliability, and relevance to real-world contexts.
COMMUNICATION SKILLS:
- Communicate research findings and insights effectively through written reports, presentations, and visual representations, tailored to different stakeholders and audiences.
- Engage in constructive discussions and debates about consumer behavior topics, articulating ideas clearly and persuasively.
- Collaborate with peers to develop and present customer journey maps, demonstrating effective teamwork and communication skills.
- Adapt communication styles and strategies to effectively convey complex consumer behavior concepts to diverse audiences, including professionals in marketing and related fields.
This course aims to provide the basic tools to better comprehend consumer behavior and develop customer journey mapping. By working on a number of topics and finding answers related to different aspects of human behavior in relation to consuming, the students gain a deeper understanding of the psychological processes and their importance to the behavior of the consumers. The students also engage with their own consumption habits and apply their growing knowledge to real-life situations of consumer behavior.
KNOWLEDGE AND UNDERSTANDING:
- Demonstrate a comprehensive understanding of fundamental principles and theories in consumer behavior, including their interconnections with other disciplines such as psychology, economics, and sociology.
- Identify and explain the key factors influencing consumer decision-making processes, including psychological, social, cultural, and situational factors.
- Understand the application of consumer behavior concepts to marketing problems, recognizing their significance in developing effective marketing strategies.
- Recognize and utilize basic analytical tools for investigating the customer journey, including techniques for data collection, analysis, and interpretation.
APPLYING KNOWLEDGE AND UNDERSTANDING:
- Apply consumer behavior theories and concepts to analyze and solve real-world marketing problems related to consumer consumption.
- Utilize knowledge of consumer behavior to develop innovative marketing strategies that effectively target and engage consumers.
- Demonstrate the ability to apply analytical tools to investigate and understand the customer journey, identifying opportunities for improving consumer experiences and marketing effectiveness.
- Interpret and apply research findings to make informed decisions and recommendations for addressing consumer behavior challenges in marketing contexts.
MAKING JUDGEMENTS:
- Evaluate the effectiveness of marketing strategies and tactics based on an understanding of consumer behavior principles and theories.
- Critically assess consumer behavior situations to identify underlying factors and drivers influencing consumer choices.
- Make informed judgments about the ethical implications of marketing practices on consumer behavior and well-being.
- Analyze and critique research methodologies and findings related to consumer behavior, considering their validity, reliability, and relevance to real-world contexts.
COMMUNICATION SKILLS:
- Communicate research findings and insights effectively through written reports, presentations, and visual representations, tailored to different stakeholders and audiences.
- Engage in constructive discussions and debates about consumer behavior topics, articulating ideas clearly and persuasively.
- Collaborate with peers to develop and present customer journey maps, demonstrating effective teamwork and communication skills.
- Adapt communication styles and strategies to effectively convey complex consumer behavior concepts to diverse audiences, including professionals in marketing and related fields.