Corso attualmente non disponibile
Consumer behaviour (Gibbert)
Corso
A Mendrisio ()
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Descrizione
-
Tipologia
Corso
Prerequisite: Strategic Marketing
The starting point for this course is that consumers define themselves by what they buy, and, vice versa, they buy based on how they define themselves. We build on cognitive and social psychology to understand better the processes underlying this conundrum. We do this primarily to influence what consumers buy, so as to make informed decisions as marketers in a business (for profit) context. The emphasis is on linking deep theoretical insight with practical application, and as such the course provides both the tools and the context for exercising these tools.
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8 anni del centro in Emagister.
Materie
- Marketing
- Psicologia
- Sociologia
Programma
Prerequisite
Strategic Marketing
Core course Master in Marketing
Course description
The starting point for this course is that consumers define themselves by what they buy, and, vice versa, they buy based on how they define themselves. We build on cognitive and social psychology to understand better the processes underlying this conundrum. We do this primarily to influence what consumers buy, so as to make informed decisions as marketers in a business (for profit) context. The emphasis is on linking deep theoretical insight with practical application, and as such the course provides both the tools and the context for exercising these tools.
Textbook
Schiffman, LG. & Kanuk, LL. (2010). Consumer Behavior GLOBAL EDITION (decima edizione, dovrebbe essere l’ultima). Pearson ISBN-13: 9780137006700
Hai bisogno di un coach per la formazione?
Ti aiuterà a confrontare vari corsi e trovare l'offerta formativa più conveniente.
Consumer behaviour (Gibbert)