Marketing and Consumer Behavior

Course Main Objective

The course aims to make student able to define the principles and concepts of marketing and consumer behavior and the most important theories and approaches which interpret consumer behavior and their purchasing acts.

Course Learning Outcomes

Define the concept of marketing and its domains through identifying the theories and approaches which interpret consumer behavior in the marketing environment and mechanisms of purchasing decision and after sale processes.

• 1. Knowledge and Comprehension
•    1.1 Define the concept of marketing and customer behavior.
• 2. Skills 
•    2.1 Analyze marketing researches.
•    2.2 Use IT in marketing communication.
• 3. Values 
•    3.1 Assume work responsibility within a teamwork.
•   3.2 Practice interpretation of customer behavior according to the professional and media code of ethics.

Course Content

• Customer behavior.. basis of the integrated marketing.
• Mechanism of customer's purchasing decision
• Purchasing behavior of premises buyer
• Customer acts after purchasing. Satisfaction and unsatisfaction
• Brand loyalty
• Roles of family in the process of purchasing.
• Motives. The main impetus of consumer behavior
• Perception. First step of satisfaction
• Learning...the only method for acquisition and belief in customer's mind
• Attitudes. Result of the continuous efforts for integrated marketing.
• The social factors affecting customer behavior: culture, social classes, influence of reference groups, online marketing.

Textbook (s) 

- Talat, Asaad., Yaser Al-Khatib., Tarek Khazendar. (2006). Customer Behavior. Khawarizm, Jeddah.
- Hossam, Hamid.A. (2019). Principles of Marketing. Al-Mutanabi Bookstore.
- Bill Martin. (2009). Purchasing Habits: An Attitude Neglected By Marketing Experts by 95%. Ibn Al-Emad.trans. Arab House for Sciences and Muhammad Bin Rashid Al Maktoum Knowledge Foundation, Beirut, Lebanon.
- Scout David. (2007). New Rules for Marketing and Public Relations: How to Use New Releases, Blogs and Media to Reach Buyers.
- Andy Sernovitz, Guy Kawasaki and Seth Godin (2012). Word of Mouth Marketing: How Smart Companies Get People Talking.

Course ID: PRAD 309