Location

Community Services & Continuing Education - Cairo

Objectives

• This course introduces the theory of consumer behaviour and relates it to the practice of marketing. It will present relevant material drawn from psychology, anthropology, social and behavioural sciences within the framework of the consumer decision process and its main influencing factors.

Outcomes

1. Identify and explain factors which influence consumer behaviour; 2. Demonstrate how knowledge of consumer behaviour can be applied to marketing;3. Display critical thinking and problem solving skills;4. Gain, evaluate and synthesise information and existing knowledge from a number of sources and experiences;5. In a team, work effectively to prepare a professional, logical and coherent report on consumer behaviour issues within a specific context; 6. Deliver an oral presentation in a professional and engaging manner.

Course Contents

Module 1: Introduction to Consumer Behaviour and Consumer Research 1: Introduction to Consumer Behaviour 2: Consumer Research 3: Consumer Behaviour and Marketing StrategyModule 2: Internal Influences on Consumer Behaviour 1: Motivation and Involvement 2: Personality, Self-Image, and Life Style 3: Consumer Perception 4: Consumer Learning 5: Consumer Attitude Formation and Change 6: Communication and Consumer BehaviourModule 3: External Influences on Consumer Behaviour 1: The Influences of Culture on Consumer Behaviour 2: Subcultures and Consumer Behaviour 3: Social Class and Consumer Behaviour 4: Reference Groups and Family 5: Consumer Influence and the Diffusion of InnovationsModule 4: Consumer Decision Making1: Consumer Decision Making-Process 2: Consumer Decision Making-Outcomes