Content, progress and pedagogy of the module

This module focuses on three core aspects of consumer behavior: cognitive processes, behavioral analytics, and interpersonal dynamics. The first area explores how knowledge is structured in memory, the role of emotions in cognition, and theories on attitude formation and change, including the attitude-behavior gap. The second area examines consumer decision-making, covering multi-attribute judgment, behavioral decision theory, and the influence of heuristics and biases. The third area analyzes interpersonal processes, exploring the impact of social comparison, norms, and lifestyles, with a focus on how these factors shape behavior and inform market segmentation. Students will learn to apply consumer behavior insights to enhance marketing communication strategies, devise effective segmentation strategies, and recommend marketing tactics.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• The influential factors on consumer buying behavior.
• Customer behavior theories and models, particularly those relating to individual decision making.
• Contemporary customer behavior themes, especially issues relating to ethical and sustainable consumption and its implications for marketing activities.
• The relationship between marketing communication decisions and consumer behavior theories.

Skills

The objective is that the student after the module possesses the necessary skills in:

• Identifying the implications of customer behavior for future marketing activities and recommending appropriate marketing strategies and tactics for organizations.
• Writing consumer insight based on qualitative data and analysis of consumer behavior.
• Designing appropriate customer segmentation strategies.
• Effectively and creatively communicating ideas for consumers. 
• Critically reflect on their own identity and behavior as a consumer.

Competences

The objective is that the student after the module possesses the necessary competences in:

• Reflecting on different marketing communication strategies and critically analyzing these strategies based on comprehension of consumer psychology.
• Critically discussing psychological, social, psychographic, attitudinal and behavioral aspects of consumer behavior.
• Auditing marketing communication strategies and improving them based on understanding of consumer psychology.

Exam

Exams