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Digital consumer behavior

  • Class 30
  • Practice 15
  • Independent work 75
Total 120

Course title

Digital consumer behavior

Lecture type

Obligatory

Course code

22-08-509

Semester

2

ECTS

4

Lecturers and associates

Course 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

Preuzmi vodič za studente

Minimal learning outcomes

  • Predict the effect of fundamental psychological factors and their interactions on digital consumer behaviour.
  • Assess real-life brands’ design and communication from the perspective of fundamental psychological factors affecting the consumer behaviour.
  • Predict the effect the design and communication based on applied meta-models have on digital consumer behaviour.
  • Assess real-life brands’ design and communication from the perspective of applied models of digital consumer behaviour.
  • Create a basic communications and design strategy based on theories and models of influencing digital consumer behaviour.

Preferred learning outcomes

  • Evaluate the usefulness of different fundamental psychological factors in explaining digital consumer behaviour.
  • Create improvements of communication and design of current brands by using messages based on fundamental psychological factors affecting consumer behaviour
  • Evaluate the usefulness of different applied models of digital consumer behaviour.
  • Create improvements of communication and design of current brands based on applied models of digital consumer behaviour.
  • Create a differentiating communications and design strategy based on theories and models of influencing digital consumer behaviour.
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