Course title

Consumer Behavior

Code

 MKT 220

Professor

Prof. Snezana Ristevska-Jovanovska, Ph.D.

Course objectives (competences): 

After completing the course and passing this course, students should be able to: 

·         Identify the various aspects and factors that influence consumer behavior through analysis of the exposed material. 

·         Properly interpret the stages in the buying decision-making process when developing a marketing strategy. 

·        Be familiar with EU domestic and EU legislation in the field of consumer protection through material analysis and other relevant literature.

Course content: 

• Consumer behavior and marketing
• Types of consumers and needs recognition
• Research methods for analyzing consumer behavior
• Psychological factors of consumption
• Sociological factors of consumption
• Preliminary evaluation and purchase
• Consumption, post-purchase behavior and divestment