Digital consumer behavior

Module title:

Digital consumer behavior

Module overview:

The objective of this module is to enable students to:
• analyse fundamental psychological factors in digital behaviour of consumers
• create a communications and design strategy

Studnets learn how to overcome their own preferences in their work as designers and communicate in a way that it appeals to customers of different segments. This learn extends and expands students’ current knowledge of design and communication with a deeper understanding of driving forces of consumers’ behaviour. This module is work and project-based as it requires students to create and design their own solutions to design and business challenges that face today’s organisations.

It is important for students to take this module in order to know and understand both academic and applied models of consumer behaviour. It gives students frameworks and tools they can use to analyse competition, research customers’ needs, set strategy and direct the execution of the strategy. This solid foundation of learning will strengthen students’ confidence in their own work and they will learn the pros and cons of each approach which will help them evaluate other frameworks and their effectiveness and applicability to specific situations and communication problems, contributing to the overall skillset for their future employment.

Literature:

Essential reading:
1. Schiffman, L. G. and Kanuk, L. L. (2019) Consumer behavior. Upper Saddle River, NJ: Pearson Prentice Hall.

Recommended reading:
1. Cialdini, R. (2016) Pre-suasion: A revolutionary way to influence and persuade. [s.l.] Simon and Schuster.
2. Cialdini, R.B. (2008) Influence: Science and practice.5th edn. [s.l.] Allyn and Bacon

Further reading:
1. Eyal, N. (Author) and Hoover, R. (Contributor) (2013) Hooked: How to build habit-forming products. [s.l.] CreateSpace Independent Publishing Platform
2. Kahneman, D. (2011) Thinking, fast and slow.1st edn. [s.l.] Farrar, Straus and Giroux.
3. Aronson, E., Wilson, T. D., and Akert, R. M. (2009) Social psychology.7th edn. [s.l.] Pearson