Consumer Psychology

Overview

Lecturer

Ioana Cristina Todor

Seminar tutor

Ioana Cristina Todor

Type of course

Compulsory

Language of instruction

Romanian

Erasmus language

English

Domain

Marketing - Masters

Field of study

Marketing and sales promotion

Form of education

Full-time

Form of instruction

Class

Credit awarded by

Grade

Teaching methods

Lecture, Discussions.

Aims

Identifying the relevance of psychological models in marketing research

Understanding consumer psychology as a science

Presenting psychological theories applied in marketing

Critically analyzing the psychological theories underlying advertising campaigns

Designing and carrying out quantitative and qualitative research aimed at psychological factors involved in marketing and advertising

Course contents

Consumer Behavior Purchase and consumption decisions versus marketing strategies Analysis of the factors influencing consumer behavior The role of perception and learning in consumer behavior dynamics Motivation and its role in the dynamics of consumer behavior Dimensions of personality and their role in the dynamics of consumer behavior Lifestyle

Learning outcomes

Knowing the main models and theories of consumer behavior; Knowledge of the main factors and psychological mechanisms that influence consumers' evaluations and decisions; Forming analysis skills in the context of consumer behavior; The inclusion of psychosocial factors in the design, management and marketing strategies.

Assessment

Written test examination - 75%, Verification during the semester (project) - 25%.

Overview

Aims

Course contents

Learning outcomes

Assessment

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