Under­graduate Con­sumer Be­ha­vi­or and Cus­tom­er Ana­lys­is

Course content

In this course, students will develop an understanding of the fundamentals of consumer behavior and the ways in which consumer behavior can be influenced. To do so, they will learn concepts and theories to provide them with insight into the drivers of consumer behaviour, including the analysis of how consumers make decisions. Moreover, several company examples will be discussed that show how insights about consumer behavior are applied and implemented in business contexts.

 

The knowledge obtained in this unit can be of significant benefit to both individual consumers, who can use it to make better consumption decisions, and to both for-profit and not-for-profit organisations who can apply it to develop more effective marketing strategies.

 

Topics that will be covered include:

• Consumer segmentation
• Tools to conduct consumer research
• Consumer decision making process (e.g., problem recognition, information search)
• Internal influences on consumer behavior (e.g., exposure, attention, motivation, attitudes, memory, knowledge, learning)
• External influences on consumer behavior (e.g., social influence, reference groups, cultural influences)
• Consumer biases and heuristics
• Consumer behavior in the age of artificial intelligence

See course description in course catalogue