Tou HS23 Semester 3

Dive into the multifaceted realm of consumer behavior, understanding the intricacies of customer decisions and the influential role of marketing strategies. This bachelor-level course unfolds the basics of consumer behavior and delves deep into key areas, including heuristics and biases, quantitative and qualitative data measures, consumer trends, and the ethical considerations in marketing. The curriculum spans seven sessions, beginning with foundational concepts and culminating in a presentation of group research projects.
As a learner, you'll sharpen your professional competence by mastering the customer decision-making process, spotting potential market opportunities, and discerning credible marketing offers. On a self-competence level, you'll gain insights into the irrationalities in market decisions, understand the manipulation tactics, and synergize interdisciplinary research findings to scrutinize human behavior. From a methodological standpoint, this course equips you with skills in creating accurate customer surveys, conducting behavioral experiments, interpreting behavior models, and distinguishing the quality of market research in the context of consumer behavior.