Course Details
Country:
Netherlands
Institution:
Free University of Amsterdam
Course Title:
Consumer Behavior
Course Number:
E_EBE3_CBEH
Course Description:
This course has a dual purpose. It will provide you with better understanding of both (a) theory on consumer behavior and (b) the basics of experimental research methodology (an essential need to understand academic articles in the field). We are consumers, every day, every moment of the day. We consume food, drinks, education, and television programs. It is however not always easy to understand or predict the behavior of consumers. Why do consumers choose one car or holiday destination over the other? How are advertisements processed and when are they effective? Are preferences stable or easily malleable? For successful marketing management and strategy, it is essential to get an understanding of the behavior of consumers. After all, marketing begins and ends with the consumer, from determining consumer needs to finally providing and maintaining consumer satisfaction.
Language:
English
Approved Equivalent:
MKTG 312
Attachment Files:
Studyguide (12)_8.pdf
