Course outline

School

Economics & Social Sciences

Department

Business Administration

Level of Studies

Undergraduate

Course code

705

Semester

7o

Course title

Consumer Behaviour

INDEPENDENT TEACHING ACTIVITIES

Weekly teaching hours
-

ECTS

4

5

Type of course

General background

Prerequisite course

ΝΟ

Language of instruction and exams

Greek

The course is offered to Erasmus students

YES

Course URL

Learning outcomes

The purpose of the course is to introduce students to the basic concepts of Consumer Behavior, as well as to familiarize them with the use of techniques and tools for their application.

The course is offered at undergraduate level and according to the European Qualifications Framework for Lifelong Learning (EQF) concerns level 6 qualifications. At this level the learning outcomes aim to:

a) in the acquisition of advanced knowledge in a field of work or study, which involves a critical understanding of theories and principles

b) in the development of advanced skills and proven craftsmanship/innovation to solve complex and unpredictable problems in a specialized field of work or study

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c) in the development of professional skills related to the management of complex techniques or activities or work plans, taking responsibility for decision-making in unpredictable work or study environments. In addition to being able to take responsibility for managing the professional development of individuals and teams.

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Based on the above, upon successful completion of the course, students are expected to have:

• Knowledge so they can:

o Understand the importance of studying consumer behavior in a competitive market and how consumer behavior can be situated within a wider context of marketing and business strategy

o Understand the mechanism by which consumers perceive and form attitudes

o Recognize how different groups of consumers make decisions

o They choose through critical and analytical thinking the qualitative-quantitative methods for measuring consumer behavior.

o Identify and describe areas for improvement in the business operations of customer service and satisfaction

o They choose through critical and analytical thinking specific methods of product development and market segmentation

• Skills so they can:

o They harmonize the marketing strategy with the behavior of consumers in the markets they will serve

o They examine the influence of a series of factors (external and internal) that influence the consumer decision

o Analyze and evaluate the effectiveness of marketing strategies to consumers.

• Abilities so that they can:

o Increase consumer satisfaction through traditional and innovative actions

o Make complex decisions even in unpredictable environments for strategy and marketing programs in consumer markets

o Collaborate, coordinate and control the company executives involved so that the planned marketing strategies are properly implemented.

General Skills

• Search, analysis and synthesis of data and information, using the necessary technologies
• Adaptation to new situations
• Decision making
• Autonomous work - Teamwork
• Work in an international environment
• Respect for diversity and multiculturalism
• Development of criticism and self-criticism
• Promotion of free, creative and inductive thinking

• Buying, Having, and Being: An Introduction to Consumer Behavior
• Consumer and Social Well-Being
• Perception
• Learning and Memory
• Motivation and Affect
• The Self: Mind, Gender, and Body
• Personality, Lifestyles, and Values
• Attitudes and Persuasive Communications
• Decision Making
• Buying, Using, and Disposing
• Groups and Social Media
• Income and Social Class

Subcultures

Culture

TEACHING METHOD

face-to-face

USE OF INFORMATION AND COMMUNICATION TECHNOLOGIES

Use of information and communication technologies in teaching, laboratory education, communication with students.

Electronic communication with students, learning-process support through the “e-class” online platform.

TEACHING ORGANIZATION

STUDENT EVALUATION

Written final exam (70%) including:

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 elements

II) Individual or Group Project (30%)

The purpose of the project is to check the skills developed by the students in tools and services related to consumer behavior and their ability to plan and implement a project in a group or autonomously.

Consumer Behavior 5th edition, Siomkos I. George

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

Related scientific journals:

• Journal of Consumer Marketing – Emerald
• International Marketing Review ‐ Emerald
• International Journal of Consumer Studies – Wiley
• Journal of Consumer Behaviour–Wiley
• Journal of Consumer Psychology–Elsevier