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. Having the ability to understand and discuss international relations discipline by using an interdisciplinary methodology to merge the knowledge coming from sociology, economics, psychology, political sciences well as diplomatic history.
2. P02 2. Having an adequate knowledge of the history and the epochs of international system and being able to identify historical evolution of the contemporary world politics.
3. P03 3. Recognizing local, regional and international actors functioning within the international system.
4. P04 4. Understanding the legal framework of the current international system
5. P05 5. Ability to identify the relations between the key actors of the international system – the states – from a theoretical as well as multi-dimensional scientific and academic methods.
6. P06 6. Ability to analyse the roles and positions of the non-state actors – international organizations in particular – within the current world system.
7. P07 7. Ability to recognize political, socio-economic and cultural structures embedded in international relations.
8. P08 8. Exploring the roots of conflicts among the actors and produce solutions at local, regional and international levels with an analytical focus.
9. P09 9. Being able to understand the politics and the functioning of political institutions in theory and practice.
10. P10 10. Understanding the historical emergence of various political cultures and gaining ability to assess them comparatively.
11. P11 11. Prepare international relations graduates; having a vast knowledge, academic formation and skills to work in public offices, civil society organizations, international institutions and companies at local and global levels.
12. P12 12. To have moral and ethical understanding in the field of work.

Po-Lo Matrix