Market Behaviour

AY2017/2018 Semester 1

Marketing typically deals with identifying and meeting human and social needs. In the center of every marketing strategy stands the consumer. Being able to examine consumers' behavior helps firms and organizations improve their marketing strategies. This course will provide you with the necessary theories and methods to better understand how consumers behave. In particular this course will focus on issues such as The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products) The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Good marketing is no accident, but a result of careful planning and execution. There is constant tension between analysis of how consumers act under certain circumstances and the translation of these findings into creative marketing strategies. The course is organized in a way that it trains students how to integrate both consumer behavior analysis and creativity into a meaningful strategic symbiosis.