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. Recognized and applied all the learning tools and techniques learnt which they will implement throughout their lives and future careers.
2. P02 2. Become confident in their knowledge and skills so that they can successfully study and work on their own.
3. P03 3. Attained a high level of professionalism through the fundamental knowledge and skills gained in both marketing and digital fields.
4. P04 4. Demonstrated a solid understanding of core business principles in the primary areas of digital marketing, web technologies, new media and management, as well as the interconnectedness of these disciplines in the running of an organization.
5. P05 5. Been able to critically implement their knowledge and skills in both written, oral and digital forms to an intended audience, based on creative and analytical approaches.
6. P06 6.Demonstrated their understanding of the ethical and protected use of various new media such as social media, mobile technology, web analytics, search engine optimization, and viral advertising in both their studies and careers.
7. P07 7. Implemented best practices in business for planning, decision-making, and problem-solving based on collaborative work and studies.
8. P08 8. Demonstrated effective communication skills in addition to in-depth of analysis and synthesis which are essential in multicultural educational and work contexts.
9. P09 9. Demonstrated critical thinking characterized by the ability to define business problems with the evidence available, discern fact from opinion, determine underlying causes, formulate and evaluate potential solutions.
10. P10 10. Been able to implement ideas and concepts through the development and creation of digital content for effective social media marketing strategies, and designing and evaluating the effectiveness of interactive web sites to increase web traffic flows, visibility, consumer satisfaction and response rates.
11. P11 11. Embodied integrity in their work and actions, honor confidentiality, followed generally accepted codes of conduct in the digital marketing industry.
12. P12 12. Devoted themselves to follow the codes of ethics, improve privacy issues with social media, conflict, and citizenship in order to frame a better understanding of digital marketing.

Po-Lo Matrix