Παρουσίαση/Προβολή

(IBT114) -  KALIPSO KARANTINOU

Περιγραφή Μαθήματος

Global business practice has clearly manifested the key role of marketing for the success and longevity of any business and critical for successful marketing is a solid understanding of consumer behavior. The course aims to equip the students with an appreciation of the different aspects of consumer behavior and the multifaceted domains of the consumer behavior science. Special emphasis will be given to the consumer behavior analysis models and mechanisms; the many different forms, methods, and applications of market research, including VOC methods, neuromarketing, and behavioral data; the persuasion, nudge, choice architecture, and behavioral economics perspectives and tools; the psychological, cultural, societal, and group influences on consumer behavior; the omnichannel customer and the impact of social media influencers; the notion of materialism, the meaning of possessions, and symbolic consumption.

Ημερομηνία δημιουργίας

Τρίτη, 6 Οκτωβρίου 2026