Course Description

Course Name

Buyer Behavior

Session: VPGS1324

Hours & Credits

6 ECTS Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


Course Description
This interdisciplinary course discusses the consumer as the focus of the marketing system. The course stresses the use of knowledge about consumer behavior in marketing decisions. We will also look at contributions from the disciplines of anthropology, sociology, psychology, and economics to the understanding of consumer buying behavior. Individual behavioral 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.

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 behavior;
–Understand and analyze how different factors such as culture, demographics, social class, and values influence the buyer's behavior;
–Place in context and lend perspective to how personal factors can influence this behavior directly and indirectly;
–Comprehend and have a clear understanding of the psychology of buying behavior;
–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 behavior 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 behavior;
–Understand and analyze the differences between organizational buying and consumer buying.

*Course content subject to change