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. Gained the necessary skills to learn and adopt a spirit of continuous learning in their professional life.
2. P02 2. Developed various skills by working independently via specific learned techniques that both triggered individual efforts and encouraged collaborative work.
3. P03 3. Acquired the essential knowledge and skills to apply key theories, models and applications within the global business context.
4. P04 4. Adopted and applied critical and strategic thinking together with research capabilities for efficient and effective business decisions.
5. P05 5. Utilized and managed ethically information technologies required for contemporary business world.
6. P06 6. Been equipped with conceptual and analytical skills necessary for team work within global organizations.
7. P07 7. Displayed their learnt communication skills that are required to effectively interact in a cross cultural and diverse international work environment.
8. P08 8. Applied their acquired knowledge within the changing work environment.
9. P09 9. Developed an understanding of ethical perspectives and social responsibilities to be used at work and in personal life.

Po-Lo Matrix