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8011850 CONSUMER CHOICES in Business Administration & Economics L-18 PETROVSKA Ilijana
(programma)
The most complex aspect of the marketing is understanding the consumer, especially taking into consideration the new trends as digitalization and globalization, which affects the daily outcome of the customer journey. Therefore, this course aims to provide the basic tools to better comprehend consumer behavior and developing customer journey mapping. By working on a number of topics and finding answers related to different aspects of the human behavior in relation to consuming, the students gain a deeper understanding of the psychological processes and their importance to the behavior of the consumers. The students also engage with their own consuming habits and apply their growing knowledge to real-life situations of consumer behavior.
 Consumer Behavior: Buying, Having, and Being, Global Edition 13th Edition, by Michael R. Solomon, © 2020, ISBN-13 9781292153117, ISBN-10 1292153113
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