CDM 4275

The purpose of this course is to provide students with an overview of the basic concepts and theories of consumer behavior. The basic psychological theories and mechanisms that underline consumer behavior are presented. Aiming at a thorough understanding of consumer behavior this course will cover topic related to the consumer decision-making process in online and offline contexts, the different stages and the factors that influence this process. Moreover, basic consumer behavior concepts are presented and analyzed such as consumer involvement, attitudes, satisfaction, experience, loyalty, engagement, etc.  

On successful completion of this module the learner will be able to: 

• Distinguish the different decision-making styles of consumers. 
• Recognize the impact of new media on consumer behavior and marketing. 
• Predict the buying behavior of consumers based on their characteristics (i.e. demographics, psychographics) and media usage (traditional and new). 
• Analyze the different dimensions of various consumer behavior concepts like consumer attitude, loyalty, involvement, experience, engagement. 
• Choose the appropriate research method for investigating consumer behavior in order to recommend effective marketing strategies.   
• Classify and profile online consumers based on their psychographic characteristics. 
• Interpret the behavior of consumers depending on their engagement and participation in online brand communities.