Anglo-American University in Prague Buyer Behavior (previously Consumer Behavior)
| Course Name | Buyer Behavior (previously Consumer Behavior) |
| Course Code | MKT329 |
| Description | This interdisciplinary course discusses the consumer as the focus of the marketing system. The course stresses the use of knowledge about consumer behaviour in marketing decisions. We will also look at contributions from the disciplines of anthropology, sociology, psychology, and economics to the understanding of consumer buying behaviour. Individual behavioural variables – needs, motives, perception, attitudes, personality, and learning – and groups, culture, and business are all examined in depth as they affect the consumer decision-making process. Analysis of how marketing programs, especially the communications mix, can be developed to reflect a commitment to providing consumer satisfaction [better: delight] concludes the course. |
| Learning Outcomes | Upon completion of this course, students will be able to : – Comprehend and have a clear understanding of the role of the buyer in today’s economy; – Comprehend and have a clear understanding of how marketing influences buyer behaviour; – Understand and analyse how different factors such as culture, demographics, social class, and values influence the buyer’s behaviour; – Place in context and lend perspective to how personal factors can influence this behaviour directly and indirectly; – Comprehend and have a clear understanding of the psychology of buying behaviour; – Place in context and lend perspective to the individual differences that exist based on the buyer’s attitude, culture, motivation, knowledge, values, personality and lifestyle; – Comprehend and have a clear understanding of the internal and external influences on consumer behaviour and perception, learning, product positioning, memory, motivation, personality, emotion, attitudes, self-concept, and lifestyle; – Place in context and lend perspective to how trends influence buyer behaviour; – Understand and analyse the differences between organizational buying and consumer buying. |
| School | School of Business Administration (SBA) |
| Level | Bachelor |
| Number of credits (US / ECTS) | 3 US / 6 ECTS |
| Prerequisites | MKT248 |