COURSE INFORMATION Course Title: CONSUMER BEHAVIOR

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 351	B	5	3	0	0	3	5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Dr. Besjon Zenelaj bzenelaj@epoka.edu.al
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Study program: (the study for which this course is offered)	Bachelor in Economics (3 years)
Classroom and Meeting Time:	E-110, Friday 09:30
Code of Ethics:	Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline"
Attendance Requirement:	N/A
Course Description:	Consumer Behavior: This course aims to familiarize the students with (1) how and why people buy and use products and services; (2) how to conduct consumer research; (3) what types of internal and external factors are influential in consumer decision making process for understanding and affecting consumer behavior.
Course Objectives:	The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketers. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. Key to the course is demonstrating how an understanding of buyer behavior can help to improve strategic decision making.

BASIC CONCEPTS OF THE COURSE

1	Consumer Behavior
2	Decision Making process
3	Buying
4	Factor
5	Psycho graphic
6	Social
7	Culture
8	Motivational Research
9	Globalization
10	Relationship

COURSE OUTLINE

Week	Topics
1	Definition of Consumer Behavior
2	Consumers as Individuals: Perception, Learning and Memory
3	Consumers as Individuals: Motivation, values and involvement
4	Consumers as Individuals: Attitudes, Attitude change and interactive communications
5	Consumers as Individuals:The self (Perspective on the self)
6	Consumers as decision makers
7	Group Influence and Opinion Leadeship
8	Mid-Term exam
9	European family structures and household decision-making
10	A portrait of a consumer: Income, social class, age, subcultures
11	Cultural Influences on Consumer Behavior
12	Global Consumer Culture
13	New Trends in Consumer Behavior
14	Summary

Prerequisite(s):
Textbook(s):	Michael R. Solomon, 'Consumer Behavior, Buying, Having and Being' Pearson Prentice Hall, 8. Edition
Additional Literature:
Laboratory Work:
Computer Usage:
Others:	No

COURSE LEARNING OUTCOMES

1	Understanding of consumer behavior and consumption process
2	Learning of consumption culture
3	Understanding factors that are impact of consumer behavior
4	Learning concept of memory, learning, motivation and attitudes
5	Learning to associate marketing with psychology

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in Economics (3 years) Program
1	Students define the fundamental problems of economics	2
2	Students describe key economic theories	2
3	Students critically discuss current developments in economics	2
4	Students appropriately use software for data analysis	2
5	Students critically contextualize the selection of an economic problem for research within scholarly literature and theory on the topic	2
6	Students apply appropriate analytical methods to address economic problems	2
7	Students use effective communication skills in a variety of academic and professional contexts	5
8	Students effectively contribute to group work	4
9	Students conduct independent research under academic supervision	5
10	Students uphold ethical values in data collection, interpretation, and dissemination	4
11	Students critically engage with interdisciplinary innovations in social sciences	5
12	Student explain how their research has a broader social benefit	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	40
Final Exam	1	60
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	4	64
Mid-terms	1	3	3
Assignments			0
Final examination	1	3	3
Other	1	7	7
Total Work Load:			125
Total Work Load/25(h):			5
ECTS Credit of the Course:			5

CONCLUDING REMARKS BY THE COURSE LECTURER

This course is going to assist the students in enhancing their conceptual skills regarding consumer behavior