Program Overview

Introduction to the Consumer Behavior Course

The Consumer Behavior course is an introductory program designed for students seeking a comprehensive understanding of the field. This course requires no prior knowledge of the subject or marketing.

Course Overview

• The course syllabus is divided into three units, focusing on:
  • The foundations and applications of Consumer Behavior as an interdisciplinary field.
  • Internal, cognitive, and emotional motivations driving individual consumers.
  • External influences affecting buyers within societal structures, considering socioeconomic, generational, gender, and cultural aspects.

Methodology and Assessment

• Methodology: Lecture sessions will provide essential theoretical tools and encourage active participation. Students will create a case study, receiving guidance and relevant bibliography from the professor.
• Assessment:
  • Attendance and participation: 20%
  • Case study: 80%
  • The case study involves analyzing how Consumer Behavior applies to an existing company or a potential new product, with 6 hours of compulsory follow-up visiting hours with the professor.

Syllabus and Bibliography

• Syllabus:
  • Introduction to Consumer Behavior
  • Internal motivations of Consumer Behavior
  • External influences on Consumer Behavior
• Bibliography:
  • Consumer behavior: a European perspective, Salomon, Bamossy (2017)
  • International business & International Marketing, Willimans, L. (Ebook Amazon, 2017)

Course Details

• Language: English
• Type: Business
• Duration: 45 hours
• ECTS Credits: 6
• Format: Face-to-face

Additional Information

• The course is part of the business courses offered by the University.
• Information on cancellation and course changes, as well as cancellation of enrollment, is available separately.