1. General
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SCHOOL |
SCHOOL OF ECONOMIC SCIENCES |
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ACADEMIC UNIT |
DEPARMENT OF ACCOUNTING AND FINANCE |
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LEVEL OF STUDIES |
Undergraduate |
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COURSE CODE |
BA711 |
SEMESTER |
7 | ||
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COURSE TITLE |
CONSUMER BEHAVIOR | ||||
| INDEPENDENT TEACHING ACTIVITIES |
WEEKLYTEACHING HOURS |
CREDITS | |||
| Lectures | 3 | ||||
| Hours Lab | 0 | ||||
| Hours Exercises | 0 | ||||
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Total |
3 | 6 | |||
| COURSE TYPE | Scientific Field, Required, Elective | ||||
| PREREQUISITE COURSES | No | ||||
| LANGUAGE OF INSTRUCTION and EXAMINATIONS | Greek | ||||
| IS THE COURSE OFFERED TO ERASMUS STUDENTS | Yes (upon request) | ||||
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COURSE WEBSITE (URL) |
https://
https://eclass.uowm.gr/courses/BA119/
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2. LEARNING OUTCOMES
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Learning outcomes |
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After successful completion of the course, students are expected to be able to: 1. Understand the subject matter and methods of consumer behavior. 2. Evaluate different theoretical and empirical approaches. 3. Understand the processes through which consumers seek and evaluate alternatives and form their preferences. 4. Recognize the importance of consumer behavior for planning effective marketing actions. 5. Appreciate the ways in which marketing strategies affect consumer behavior. |
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General Competences |
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• Decision-making • Autonomous work • Group work |
3. SYLLABUS
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The course content includes: • Introduction to Consumer Behavior: scope, research methods, related fields and disciplines, importance for marketing. • External influences: demographic and social characteristics, values, culture, reference groups, opinion leadership. • Internal processes: information processing, perception, learning, memory, motivation, self-image, personality, lifestyle, attitudes, emotions. • Theory and methods of segmentation. • Decision processes: stages of decision making, types of buying decisions, consumer involvement and decision-making processes. • Post-purchase behavior. • Consumer protection: consumer protection policy, government agencies and consumer organizations, regulatory frameworks and legislation. |
4. TEACHING and LEARNING METHODS - EVALUATION
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DELIVERY |
Face to face | ||||||||||||||||||||||||
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USE OF INFORMATION AND COMMUNICATIONS TECHNOLOGY |
Use of the electronic platform e-class Presentations are made using Power Point. There is also the possibility of electronic communication via e-mail to the teacher. Providing electronic teaching presentations to Students, via e-class |
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| TEACHING METHODS |
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STUDENT PERFORMANCE EVALUATION |
• Mid-term Exam 30% • Final Exam(multiple choice, short-answer questions, problem solving) 70% |
5. SUGGESTED BIBLIOGRAPHY
| -Suggested bibliography: |
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-Recommended Book Resources: • Siomkos, G. (2018), Consumer Behavior, Broken Hill Publishers Ltd., Nicosia. • Solomon, M. (2018), Consumer Behavior, A Tziola and Sons Publications SA. • Solomon, M (2017), Consumer Behavior: Buying, Having, and Being, Pearson. • Dimofte, C., Haugtvedt, C., Yalch, R. (2016), Consumer Psychology in a Social Media World, Routledge. |
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-Related academic journals: |