Course Info
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Course Category
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Marketing
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Course Level
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Undergraduate
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Credit Hours
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3
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Pre-requisites
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MGT301, MKT501
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Instructor
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Dr. Sarwar Mehmood Azhar
PhD in Marketing
University of Nottingham, Nottingham, UK
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Course Contents
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The course contents of this course include: An Introduction to Consumer Behavior and Marketing Concept, Customer Value, Consumer Behavior Research, Customer Satisfaction, Segmentation,Target Market, Motivation, Personality, Perception, Product Positioning, Repositioning, Learning , Conditioning, Instrumental Learning Theories, Attitude, Cognition, Attitude Formation, Consumer Learning Processes, Attribution, Communication, Branding, Communication Strategy, Marketing Communications and Ethics, Influence, Message Strategies and Appeals, Social and Cultural Dimensions, Reference Groups and Its Influence, Family influences and socialization process, Social Class, Social Class and Its Influence on Consumer Behavior, The Influence of Culture on Consumer Behavior, Core Cultural Values and Measurement, Sub Culture- Issues in Marketing, Marketing Strategy and Values, Cultures in An International Context, Global Marketing, Consumer Influence and The Diffusion Process, Adoption Process and Information Source, Post Purchase Dissonance, Customer Satisfactions and Commitment, Models of Consumer Behavior - An Integrative Framework, Consumer Decision making and Beyond to Consumer Relationship Marketing.
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