Description

This course introduces the latest and best thinking by some very bright scientists who develop models and studies of consumer behaviour. It goes beyond studying the act of buying where having and being are also considered important. It also includes the interrelationships between the individual consumer and his or her social realities.

Program

Marketing and International Business

Objectives

• Describe the field of Consumer Behavior and emphasize its crucial impact on the practice of marketing and performance of business organizations. Explain the internal and external factors affecting the ongoing consumer behavior process. Help students analyze different cases as marketing practitioners and introduce different effective approaches to influence consumer behavior