Key words
Consumer behaviour
Objectives
The students need to have knowledge of the study of individuals,
groups, or organizations and the processes they use to select,
secure, use, and dispose of products, services, experiences, or
ideas to satisfy needs and the impacts that these processes have
on the consumer and society.
Topics
The psychology of how consumers think, feel, reason, and select between different alternatives (e.g. brands, products);- The psychology of how the consumer is influenced by his or her environment (e.g. culture, family, signs, media);
- The behaviour of consumers while shopping or making other marketing decisions
- Limitations in consumer knowledge or information processing;
- How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
Prerequisites
Basics in marketing and sales.
Final Objectives
Materials used
Syllabus, hands outs, documents, overhead, video, power point.
Study costs
Approx. 250 pages at the standard Hogeschool Gent price.
Study guidance
Students questions are answered individually (e.g. via email).
Teaching Methods
Ex cathedra college, self study, exercises in small groups, problem based teaching, conversations.
Assessment
First exam session: written exam 75 %, exercises 25 %
Second exam session: written exam 100 %
Examination Board Flemish Community: written exam 100 %
Lecturer(s)
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