This module describes consumer behaviour as a key element of marketing theory and practice. It analyses the consumer decision-making process and the various factors that affect each of the stages included in this process (additional emphasis is given to information acquisition and processing, and evaluation of products and services). During the semester, students will be exposed to various consumer influences and dynamics, both internal (e.g. perception, motivation, personality, etc.) and external (e.g. group influences). They will be also taught how to relate various consumer behaviour phenomena to specific marketing strategies and tactics. Finally, the module will focus on the tactics that can be employed in order to gather consumer-related insights and analytics, and how this insight can be used in order to develop successful marketing strategies.
