Consumer Behaviour

The American College of Greece

Course Description

  • Course Name

    Consumer Behaviour

  • Host University

    The American College of Greece

  • Location

    Athens, Greece

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    MK 2030 Fundamentals of Marketing

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • US Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Processes used by consumers to select, purchase, and use products and services, factors affecting consumer behavior, and the implications for developing marketing strategies.

    Successful marketing strategies are based on an intimate understanding of a consumer’s behavior. This course provides an excellent opportunity for the student to consolidate behavior theory and see its relevance to real-life marketing decision-making. The course does not duplicate the material in any other course; it analyzes extensively some concepts introduced in Principles of Marketing and serves as a foundation course for subsequent marketing courses dealing with strategic decision-making.

    On successful completion of the module, the student should be able to:
    1. Demonstrate an understanding of consumer behavior concepts.
    2. Apply critical thinking to assess consumer issues and potential outcomes.
    3. Demonstrate an understanding of the implications of consumer behavior concepts on developing marketing strategy.

    In congruence with the teaching and learning strategy of the college, the following tools are used:
    - Learning activities include lectures, class discussions, and exposure to real-world examples drawn from cases, databases, articles etc.
    - Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material.
    - Use of a Blackboard learning platform, where instructors post lecture notes, assignment instruction, timely announcements, as well as additional resources.    


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