This course provides an introduction to the study of consumer behaviour and familiarises students with the theoretical and practical aspects of the field. It illustrates the breadth of consumer behaviour and highlights the many ways in which it touches our lives. It also examines the structural framework that can be used to understand the different interrelationships between the concepts present in consumer behaviour as an academic discipline. The course also investigates the sequential process of consumer decision making – problem recognition, information search, evaluation, choice and post-decision processes.
- Noel, H. (2009). Consumer Behaviour. London: AVA Publishing.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
What is consumer behaviour?
- Eclectic, lecturing, discussion
2. Week
What is consumer behaviour?
- Eclectic, lecturing, discussion
3. Week
What is consumer behaviour?
- Eclectic, lecturing, discussion
4. Week
Ethnic, religious and group influences
- Eclectic, lecturing, discussion
5. Week
Ethnic, religious and group influences
- Eclectic, lecturing, discussion
6. Week
Class, age and gender influences
- Eclectic, lecturing, discussion
7. Week
Class, age and gender influences
- Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Consumer motivation, perception and attitude
- Eclectic, lecturing, discussion
10. Week
Consumer motivation, perception and attitude
- Eclectic, lecturing, discussion
11. Week
Consumer knowledge and memory
- Eclectic, lecturing, discussion
12. Week
Consumer knowledge and memory
- Eclectic, lecturing, discussion
13. Week
The consumer as a decision maker
- Eclectic, lecturing, discussion
14. Week
The consumer as a decision maker
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
50
Final Exam
1
50
Program Outcomes
PO-1
Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
Possesses ethical principles and scientific values in collection, interpretation and release of data.
Learning Outcomes
LO-1
Students identify and explain factors that influence and shape consumer behaviour.
LO-2
Students demonstrate how knowledge of consumer behaviour can be applied to marketing.
LO-3
Students appreciate how consumer behaviour research is conducted and translated into practical knowledge.
LO-4
Students learn to think critically, independently, and creatively about consumer behaviour concepts and application.
LO-5
Students identify examples of how marketers use their knowledge of consumer behaviour in their marketing strategies.
