Market Behaviour

AY2025/2026 Semester 2

This course will introduce you to key consumer behavior concepts, thus equipping you - as current or future managers - with the knowledge to evaluate and design effective marketing decisions. After the completion of this course, you should be able to understand the psychology of how consumers think, feel, reason, and choose between different alternatives (e.g., brands, products), how social and cultural environments (e.g., friends, family, and culture) influence consumer behaviour, and how marketers can adapt and improve marketing campaigns/strategies to more effectively reach and influence the consumers. You will also learn to appreciate the relevance of consumer behaviour for marketers and policymakers.