Course description :

The Consumer Behavior course is a course that specifically explores consumers and is part of the marketing family. Students will learn that all consumption decisions are influenced by individual and social factors. Shifts in marketing behavior that are influenced by information technology and globalization are also important to understand. This course takes several concepts from other disciplines such as psychology, sociology and anthropology to provide an understanding of the complex factors that underlie consumer behavior. Students will be taught that understanding consumer behavior is very important for marketers, so that various marketing strategy applications should be based on consumer knowledge. Through the active learning method, students will be asked to look for various marketing practices in the real world and discuss them from the perspective of the concept of consumer behavior. Besides that, students will also learn to design marketing strategies using an understanding of consumer behavior as the basis.