1. Introduction to Consumer Behavior: An overview of consumer behavior theories, concepts, and models, exploring factors that influence consumer decision-making processes.
2. Market Research: Techniques and methodologies used in market research, including data collection, analysis, and interpretation. Students learn how to conduct surveys, interviews, focus groups, and observational studies to gain insights into consumer behavior.
3. Consumer Psychology: A study of psychological factors that influence consumer behavior, including perception, motivation, learning, attitudes, and personality. Students learn how these factors shape consumer preferences and decision-making.
4. Consumer Decision-Making: An examination of the various stages of the consumer decision-making process, including problem recognition, information search, evaluation of alternatives, and post-purchase behavior. Students learn how to analyze and understand consumer decision-making patterns.
5. Marketing and Advertising: The application of consumer behavior concepts in marketing strategies and advertising campaigns. Students explore how marketing messages and persuasive techniques can influence consumer behavior and purchase decisions.
6. Consumer Segmentation and Targeting: Techniques for segmenting consumer markets based on demographic, psychographic, and behavioral variables. Students learn how to identify target markets and develop marketing strategies tailored to specific consumer segments.
7. Branding and Positioning: The importance of branding in influencing consumer behavior and building brand loyalty. Students study brand management strategies, brand positioning, and the role of consumer behavior in brand perception.
8. Ethical and Social Issues: The examination of ethical considerations in consumer behavior, including consumer privacy, consumer rights, and ethical marketing practices. Students explore the impact of social and cultural factors on consumer behavior.
9. Consumer Research and Analysis: Techniques for collecting, analyzing, and interpreting consumer data. Students learn how to apply statistical analysis and data visualization tools to extract meaningful insights from consumer research.
10. Consumer Behavior in the Digital Age: The study of how digital technologies and online platforms influence consumer behavior. Students explore topics such as e-commerce, social media marketing, and online consumer decision-making.