Consumer Behaviour

Lecture 1: Foundations of Consumer Behaviour – Decision-Making Processes and the Influence of Culture
Lecture 2: Consumer Well-Being and Social Welfare
Lecture 3: Consumer Perception, Learning, and Memory
Lecture 4: The Self, Attitudes, and Persuasion – Their Role in Consumer Behaviour
Lecture 5: The Role of Reference Groups in Consumer Behaviour
Lecture 6: The Role of Gender Identity and Subcultures in Consumer Behaviour
Lecture 7: Social Class and Lifestyle
Lecture 8: Social Message Diffusion and Social Media
Lecture 9: Introduction to Market Research and Data Sources
Lecture 10: Qualitative and Quantitative Market Research
Lecture 11: Sampling and Data Analysis
Lecture 12: Presentation of Market Research Findings
Lecture 13: Semester Recap – Addressing Questions and Student Queries, and Exam Preparation