Course Catalogue

The course is research-based and problem oriented, it draws on the principles of evidence-based marketing and aims to introduce students the fundamental ideas and the empirical generalizations in consumer behavior. The course will provide basic knowledge to students on the theory, empirical studies, and methodology of studying consumer behavior. This kind of 3-D knowledge (theory, research, methodology) will give the student the fundament to explore, interpret, and critically assess different aspects of consumer behavior.

The course covers different ideas and explanations of consumer behavior as well as subjects like patterns of purchase, customer loyalty, consumer decision-making and information processing. Students will be able to make a distinction between stationary/mature markets and dynamic markets and to critically assess the implications arising from market types. The importance of building mental and physical availability will be discussed as well as issues related to the formation of brand knowledge, awareness and image. Other topics that will be explored during the lectures include consumer response to price promotions and advertising; word-of-mouth influence. Consumer behavior will be regarded in the context of sustainability.