Course: Consumer Psychology & Behaviour credits: 5
- Course code
- CIVB22CPB
- Name
- Consumer Psychology & Behaviour
- Study year
- 2026-2027
- ECTS credits
- 5
- Language
- English
- Coordinator
- B. Subasi
- Modes of delivery
-
- Tutorial
- Assessments
-
- Consumer Psychology & Behaviour - Other assessment
Learning outcomes
Learning Outcomes
After successfully completing this course, the student is able to:
After successfully completing this course, the student is able to:
- create an intervention for a specific consumer behaviour challenge an organisation is facing, making use of psychological theories and models
- critically evaluate and analyse consumer behaviour studies and apply the results of these studies to solve marketing problems related to products and services
- consider psychological, personal, social, and cultural factors while finding solutions to marketing problems of products and services
- apply various theoretical models of consumer psychology to solve marketing problems related to products and services
- apply findings from neuromarketing and consumer neuroscience to solve marketing problems related to products and services
Content
Content
Literature/study materials
See Brightspace.
During this course, you will deepen your knowledge of consumer psychology and apply it in a practical marketing context. You will develop the skills to analyse marketing problems and design strategies based on a thorough understanding of consumer behaviour and psychological concepts. Topics covered include consumer psychology, neuromarketing, and consumer neuroscience. The course combines theoretical frameworks with practical learning activities, in which you will design behavioural interventions and analyse real purchasing decisions from both a consumer and a marketer perspective.
Literature/study materials
See Brightspace.
Included in programme(s)
School(s)
- Entrepreneurship, Communication & Marketing