Course purpose

Students will study market relations, i.e. collaboration between buyers, consumers and marketers, vendors, and address the expectations and options of both. Buying and buying behaviour is changing rapidly in both B2C and B2B marketing, so special emphasis will be placed on digital marketing.

Content (Syllabus outline)

• Marketing as a relationships network
• Consumers and relationship-based marketing
• Consumer behaviour and psychological factors
• Consumer motivation, attitudes, situational influences and buying behaviour
• Consumer expectations and satisfaction
• Individual and group purchasing decisions
• Consumer behaviour online
• Personal sales today
• Exploring consumer and marketer behaviour