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 PO1: Engaged in insightful thinking leading to self-learning and lifelong learning.
2. P02 PO2: Established a general knowledge of economics sufficient to work independently through specific learned techniques generated via individual efforts and study.
3. P03 PO3: Reached the required knowledge and skills to understand social, economic and legal issues both within national, international and global contexts and apply theoretical knowledge of economics to practice.
4. P04 PO4: Adopted the ability to critically evaluate, analyze and interpret information gathered through the use of related statistical software programs to suggest creative solutions for economic problems and make relevant economic decisions.
5. P05 PO5: Been aware of gathering and analyzing data through the application of appropriate technological tools in an ethical and safe manner in order to generate economic decisions and policy suggestions.
6. P06 PO6: Been equipped with conceptual and analytical skills essential for team-working and collaborations for economic decision making for a variety of economic concepts in national and global environment.
7. P07 PO7: Endowed with both oral and written communication skills within the economic field to effectively study and work in an international environment
8. P08 PO8: Been able to transfer theoretical knowledge to real life economic environment: to generate policies for microeconomic and macroeconomic problems faced by individuals, firms and governments at national, international and global context.
9. P09 PO9: Developed an ability to apply economic analysis to everyday problems in real world through the development of ethical perspectives and social responsibilities at work and in personal life.

Po-Lo Matrix