Type of course: | Compulsory |
Language of instruction: | English |
Erasmus Language of instruction: | English |
Name of lecturer: | Andreea Cipriana Muntean |
Seminar tutor: | Ruxandra Lazea |
Form of education | Full-time |
Form of instruction: | Class |
Number of teaching hours per semester: | 56 |
Number of teaching hours per week: | 4 |
Semester: | Autumn |
Form of receiving a credit for a course: | Grade |
Number of ECTS credits allocated | 4 |
1. Introduction to consumer behavior; 2. Purchase decision making; 3. Psychological factors influencing consumer behavior (perception, motivation, learning, attitude, personality; 4. Social factors influencing consumer behavior (family, social groups, social classes, culture, subculture); 5. Direct influences on consumer behavior (demographics, economics and marketing-mix factors).
• To acquire an understanding of the psychological processes that underlie the effectiveness of marketing strategy in terms of impact on consumer behavior • Understand how and why marketers craft particular messages to appeal to consumers and to understand the strategic importance of this process for businesses. • Developing the tools needed to analyze this process from a consumer and a business viewpoint.