Consumer Behaviour
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Course code
KOR6011.FK
old course code
KOR6011
Course title in Estonian
Tarbijakäitumine
Course title in English
Consumer Behaviour
ECTS credits
3.0
Assessment form
Examination
lecturer of 2022/2023 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
lecturer of 2022/2023 Spring semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
Course aims
To provide an overview of the factors influencing consumer behaviour and the influence of forms of marketing communication on consumer behaviour.
Brief description of the course
Patterns of consumer behaviour. Perception, experience, attitudes, convictions, emotions and motivation as factors of consumer behaviour. Price, sales incentives and sales communication as regulators of behaviour. The effect of advertising and other forms of marketing communication on consumer behaviour.
Learning outcomes in the course
Upon completing the course the student:
- knows the concepts of the theory of consumer behavior;
- knows and is able to use specific terminology and basic concepts;
- is able to influence the consumers.
Teacher
Aivar Voog; Avo-Rein Tereping
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