CONSUMER BEHAVIOR

Course Description

Marketing and Consumer Behavior, is an undergraduate course offered by Cyprus International University. It covers how psychological, social, and technology-related factors influence the way consumers think, decide, and act. Topics include the basics of consumer behavior, motivation and personality, perception, learning, attitude formation and change, and market segmentation, targeting, and positioning. At the end of the course, students are expected to understand key theories of consumer behavior, relate these ideas to real consumer relationships, connect psychological and physiological factors to consumer reasoning and actions, and apply this knowledge to solve marketing and communication problems.

CONSUMER BEHAVIOR

Evaluation Tools (Active Term)

Course outcomes

1. 01 Exemplify(4) knowledge of the basic necessary theoretical knowledge,
2. 02 Exemplify(4) an understanding of how studying consumer behavior can help effectively relate(4) with consumers.
3. 03 Integrate(4) psychological and physiological influence in reasoning(5) and acting strategically about behaviors of consumers.
4. 04 Adapt(4) solutions to problems with use of communication and marketing approaches.

Course Syllabus

Reference Books & Course Materials

1. 01 Schiffman & Wisenblit (2022). Consumer Behavior, 12th edition, Pearson

Learning Outcomes

1. Apply consumer decision-making theories and research-based information to critically evaluate consumer problems and develop appropriate marketing strategies. SOLO 5
2. Explain and apply key theories and concepts of consumer behavior, including motivation, personality, perception, learning, and attitudes, to understand consumer behavior in contemporary markets. SOLO 4
3. Evaluate segmentation, targeting, and positioning strategies based on consumer characteristics, needs, and behavioral patterns. SOLO 5
4. Evaluate the influence of reference groups, family, culture, subcultures, and cross-cultural differences on consumer behavior and marketing decisions. SOLO 5
5. Evaluate how traditional, digital, social, and mobile communication technologies influence consumer attitudes, persuasion, word-of-mouth, and purchasing behavior. SOLO 5
6. L06 Evaluate ethical and social responsibility issues in consumer research, marketing communication, technology use, and marketing practices across diverse cultural and global contexts. SOLO 5

Program Outcomes

1. P01 1- To have advanced theoretical and practical knowledge supported by textbooks, application tools and other resources including current information in the field of Accounting and Finance.
2. P02 2- To be able to use advanced theoretical and practical knowledge acquired in the field of Accounting and Finance.
3. P03 3- To be able to interpret and evaluate data, identify problems, analyze and develop solutions based on research and evidence by using advanced knowledge and skills acquired in the field of Accounting and Finance.
4. P04 4- To be able to take responsibility as an individual and a team member in order to solve complex and unpredictable problems in accounting and finance applications.
5. P05 5- To be able to plan and manage activities for the development of employees under the responsibility of a project.
6. P06 6- To be able to determine the learning requirements in the field of Accounting and Finance and to direct their learning.
7. P07 7- To be able to inform people and institutions about issues related to the field of accounting and finance, and to be able to transfer their ideas and solution proposals in writing and orally.
8. P08 8- To be able to use information and communication technologies together with computer software at the European Computer Driving License Advanced Level required by the field of Accounting and Finance.
9. P09 9- To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to the field of accounting and finance.

Po-Lo Matrix