Consumer Behavior

3500-104:
Discipline: Semester at Sea Seminars
Instructor: Trittipo
Credits: 3
Day: A
Start: 0925
End: 1040
Field Work: Day 1 - Wednesday, 11 November | Brazil Download Syllabus

Target markets are fragmenting as today’s consumers are increasingly selective in product choice.  Simultaneously, product life cycles are shortening, competition is intensifying, and the new product failure rate is growing.  Understanding the consumer buying process can make the difference between success and failure in consumer marketing strategies.

This course focuses on the universal principles of Consumer Behavior – the cultural, social, individual and ethical influences on consumer buying behavior, within the overall framework of the current research and knowledge on consumer decision making. This course places particular emphasis on the conceptual foundations of consumer behavior, and how these variables impact marketing strategy decision-making; that is, practical applications of the theoretical knowledge base.  Current examples in advertising, product/service planning, brand management, marketing segmentation, positioning strategy and pricing and distribution strategy will be integrated with the concepts and theories throughout the course.  In addition, a number of individual, group, and video exercises will be used in the course.

Within today’s business environment, Global Marketing remains a significant issue.  Therefore, the global implications of consumer behavior will be continuously integrated and examined, and one topic area will be devoted to the cross-cultural issues in consumer behavior.

The class format will include lectures, class discussion, class exercises and case analyses.  Active and ongoing participation by students is encouraged and expected.

Field Work

Country: Brazil
Day: 1 - Wednesday, 11 November

This course focuses on the universal principles of Consumer Behavior - the cultural, social, individual and ethical influences on consumer buying behavior, within the overall framework of the current research and knowledge on consumer decision making. This course places particular emphasis on the conceptual foundations of consumer behavior, and how these variables impact marketing strategy decision-making; that is, practical applications of the theoretical knowledge base. Current examples in advertising, product/service planning, brand management, marketing segmentation, positioning strategy and pricing and distribution strategy will be integrated with the concepts and theories throughout the course.

Academic Objectives:

1.      Identify cultural influences on consumer choices.

2.      understand the role of segmentation and customer satisfaction.

3.      appreciate and understand consumer diversity.