Consumer Behavior

Degree program: BSc Business Administration

This module covers the advanced aspects of consumer behavior and

individuals’ decision making. The students get to know the basic psychological processes of consumer behavior and understand the influences on customers’ decisions. Furthermore, the students learn methods to investigate the individuals’ decisions and consumer behavior and apply the findings to managerial practice. Having successfully participated in this module students will:

• be able to identify and assess psychological aspects of customer decision-making.

• be able to employ methods to investigate consumer decisions.

• be enabled to apply their findings to managerial practice.

• be enabled to measure and evaluate consumer behavior.

• be enabled to identify opportunities to influence consumer decision.

• be able to apply the appropriate marketing instruments.

Course facts

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