Course period: 2.
Year of study: 2
Compulsory module
The aim of the course is to analyze consumer behavior in relation to the factors that shape and influence it and evaluate the relevant information for the formulation of a suitable marketing concept.
Brief module description
Students will gain an introduction to the main schools of consumer behavior and to the functioning of the consumer market, including the distinction between a customer and a consumer. They will become familiar with research methods in consumer behavior and with the key determinants influencing consumer decision‑making. They will learn to understand cultural, social, psychological, personal, and situational factors, as well as different models of consumer behavior. Students will comprehend the entire consumer decision-making process, consumer typologies, and the specifics of online purchasing behavior. The final part will focus on sustainable consumption, the responsible consumer, and global and European trends in consumer behavior.
