TLÜ ÕIS

Consumer Behaviour

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 2021/2022 Spring semester

lecturer not assigned

lecturer of 2022/2023 Autumn semester

lecturer not assigned

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

Study programmes containing that course