Course - Analysis of Consumer Behavior

Russian State University For The Humanities

Program Description

Course - Analysis of Consumer Behavior

Russian State University For The Humanities

Course - Analysis of Consumer Behavior 

Language: English

Time of courses: Autumn

This course is available from the academic year 2012-2013

Consumer Behavior and Analysis Course examines the consumer decision-making process and its societal, environmental, group, and economic determinants. Includes research, analysis and strategy development in consumer motivations, values, wants, needs, and behavior.

Consumer Behavior and Analysis Course explores consumer behavior that is specific to the Internet and analyzes methods that motivate consumers to purchase products and/or services. The emphasis of this course is to identify specific Internet marketing campaigns and gauge their success and/or failure in inspiring the consumer to purchase the product or service. One approach studied is personalized marketing — a valuable tactic which allows an Internet marketer to track specific consumer interests and make suggestions on future purchases. This course examines how to develop Internet marketing plans that incorporate a consumer behavioral analysis.  

 Key Course Concepts

  • Perceptual, memory, and learning systems as related to consumer knowledge
  • Motivation, involvement and values underlying consumer behavior
  • Attitudes, attitude change and persuasion
  • Individual and family decision making
  • Group and subcultural influences on consumption

 Course Outline

  • Introduction on Consumer Behavior
  • Motivation, Involvement and Values
  • Lifestyles and Psychographics
  • Attitudes, Theories and Models
  • Persuasion through Communication
  • Examination of the Internet Consumer
  • Consumer Behavior and Design Principles
  • Personalized Marketing and its Interactive Components
  • Analysis Methodologies
  • Internet Consumer Behavior Case Studies
Duration & Price
This course is Campus based
Start Date
Start date
Sept. 2016
Duration
Duration
Full time
Price
Price
Information
Deadline
Start date Sept. 2016
Place
Russia Moscow
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