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Consumer Behavior

MODULE HANDBOOK

(1)    GENERAL INFORMATION

SCHOOL

SCHOOL OF ECONOMIC AND MANAGEMENT STUDIES

DEPARTMENT

DEPARTMENT OF BUSINESS ADMINISTRATIONS

LEVEL OF STUDY (BSc/MSc)

BSc

COURSE CODE

705

SEMESTER

7th

COURSE TITLE

Consumer Behavior

INDEPENDENT TEACHING ACTIVITIES
in case the credits are awarded in separate parts of the course e.g. Lectures, Laboratory Exercises, etc. If the credits are awarded uniformly for the whole course, indicate the weekly teaching hours and the total number of credits.

WEEKLY TEACHING HOURS

CREDIT UNITS

4

5

 

 

Add rows if needed. The teaching organization and teaching methods used are described in detail in (d).

COURSE TYPE

general background, special background, general knowledge specialization, skills development

Special background

PREREQUISITE COURSES:

 

None

LANGUAGE OF TEACHING and EXAMS:

Greek

IS THE COURSE OFFERED TO ERASMUS STUDENTS

No

ELECTRONIC COURSE PAGE (URL)

(2)    LEARNING OUTCOMES

Learning Outcomes

The learning outcomes of this course, knowledge and skills that will be gained, and abilities of an appropriate level that students will acquire after the successful completion of the course.

Refer to Appendix A.

  • Description of the Level of Learning Outcomes for each course of study according to the Qualifications Framework of the European Higher Education Area
  • Descriptive Indicators of Levels 6, 7 & 8 of the European Qualifications Framework for Lifelong Learning and Annex B
  • Summary Guide for writing Learning Outcomes

Upon completion of this course, students will:

  1. Articulate the factors that influence consumer decisions
  2. Articulate the key theories that explain consumers’ behaviours
  3. Understand how to influence different stages of the consumer decision making process
  4. Design marketing strategy that takes into account consumer psychology
  5. Develop a skill set for outlining consumer segmentation and integrating this into marketing plans
  6. Understand how patterns of future sales depends on factors that impact consumer behaviour

Articulate key ethical and social responsibility concerns pertaining to a marketing strategy derived from the consideration of consumer behaviour

General Skills

Taking into account the general skills that the graduate must have acquired (as they are listed in the Diploma Supplement and are listed below) which of the following is the aim of the course ?

Search, analysis and synthesis of data and information, using the necessary technologies

Adaptation to new situations

Decision making

Autonomous work

Teamwork

Working in an international environment

Work in an interdisciplinary environment

Production of new research ideas  

Project design and management

Respect for diversity and multiculturalism

Respect for the natural environment

Demonstration of social, professional and moral responsibility and sensitivity in gender issues

Exercise criticism and self-criticism

Promoting free, creative and inductive thinking

……

Other…

…….

• Search, analysis and synthesis of data and information, using the necessary technologies

• Adaptation to new situations

• Decision making

• Independent or Group work

• Work in an international environment

• Exercise criticism and self-criticism

• Promoting free, creative and inductive thinking

(3)    COURSE CONTENT

The Study of Consumer Behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumer Behaviour investigates why and how consumers make decisions related directly or indirectly to a consumption event. We are all consumers when we engage in the actual or potential use of market items such as Products, Services, Retail Environments, or Ideas.  Consumer Behaviour is an omnipresent factor in our lives even if we are not consciously aware of it. The study of consumer behaviour has great significance not only for marketing but for public policy as well.

For marketers, understanding the behaviour of consumers is perhaps the most important tool for success in the marketplace of products, services and ideas. It can be argued that the understanding Consumer Behavior is the centre of the marketing process.  Virtually all marketing decisions – including branding, brand image development, advertising, promotions and social media relationships - are developed and planned around understanding the consumer and the many factors that influence individual or group consumption decisions.

The process of understanding consumer behaviour requires the perspective of many fields of study including psychology, sociology, economics, and anthropology. Its complexity also derives from the heterogeneity of cultures in this age of expanding globalization because meanings and interpretations are not necessarily portable across cultural boundaries when they exist. This has given rise to the need for a sophisticated marketing professional with a strong grasp on consumer behaviour issues.

At the same time, more and more questions are being raised about ethical practices, requiring that marketers become aware of the ethical and social responsibility factors as they think through their marketing strategy.

This course will teach students the basic consumer behaviour frameworks, theories, tools and procedures. It will broadly cover five aspects – the inner workings in the mind of a consumer that deals with consumer psychology and learning; the different situational factors that influence the consumer decision; the process by which a consumer makes a decision; the aggregate aftermath of consumer decisions; and finally the key issues surrounding ethics and social responsibility.

1. Buying, Having, and Being: An Introduction to Consumer Behavior

2. Consumer and Social Well-Being

3. Perception

4. Learning and Memory

5. Motivation and Affect

6. The Self: Mind, Gender, and Body

7. Personality, Lifestyles, and Values

8. Attitudes and Persuasive Communications

9. Decision Making

10. Buying, Using, and Disposing

11. Groups and Social Media

12. Income and Social Class

13. Subcultures

14. Culture

 

(4)    TEACHING AND LEARNING METHODS - EVALUATION

TEACHING METHOD
Face to face, distance learning, etc..

Face to face

USE OF INFORMATION AND COMMUNICATION TECHNOLOGIES
Use of ICT in Teaching, in Laboratory Education, in Communication with students

Use of audiovisual and interactive material with the help of ICT

Support for the learning process and communication with students through the electronic platform e-class

TEACHING ORGANIZATION

The teaching methodologies are described in detail.

Lectures, Seminars, Laboratory Exercise, Field Exercise, Bibliography study & analysis, Tutoring, Internship (Placement), Clinical Exercise, Art Workshop, Interactive teaching, Study visits, Study work, artwork, creatio, etc

 

Indicate the student's study hours for each learning activity as well as the non-guided study hours according to the ECTS principles

Activity

Semester Workload

Lectures

39

Practical Exercise

13

Publications study

35

Assignments

15

Exams’ Preparation

46

Final Examination

2

Course Total  Effort

150

STUDENT EVALUATION

Description of the evaluation process

 

Assessment Language, Assessment Methods, Formative or Concluding, Multiple Choice Test, Short Answer Questions, Essay Development Questions, Problem Solving, Written Assignment, Report / Report, Oral Examination, Public Presentation, Public Presentation, Others

 

Explicitly defined assessment criteria are stated and if and where they are accessible to students.

I. Written final exam (70%) which includes:

- Multiple choice questions

- Analysis of roles and stakeholders in a brief case study

- Solving problems related to the subject of the course

Comparative evaluation of theory data

II. Individual or Group Work (30%)

The purpose of the work is to test the skills developed by students in tools and services related to consumer behavior and their ability to design and implement a project as a group or independently.

(5)    BIBLIOGRAPHY

Consumer Behavior 5th edition, Siomkos I. George

Consumer Behavior, 11th Edition Improved, Solomon M., Christina Boutsouki (ed.)

Consumer Behavior, 3rd Edition, George Baltas, Polina Papastathopoulou