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Consumer Behavior Humanities & Social Sciences Program Fall 2024 Semester CEA CAPA & UNYP - Prague

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Consumer Behavior

Consumer Behavior Course Overview


CEA CAPA Partner Institution: University of New York in Prague
Location: Prague, CZECH REPUBLIC
Primary Subject Area: Marketing
Instruction in: English
Course Code: MRK223
Transcript Source: Partner Institution
Course Details: Level 200
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: Principles of Marketing (MRK112)


A survey of how consumers behave designed to present students with a broad view of strategy development and techniques of business. It also provides an introduction to the various types of consumer research. The aim of the course is to help managers and future managers to understand the role of consumer behaviour in the decision making process within a marketing oriented company. Students will understand the importance and purpose of each step of the process, will be able to describe the stages of NPD, and analyse the factors contributing to a product’s success or failure. Students will learn the basic principles of CB, analyze case studies and participate in discussions. Finally, students will practice and put in to practice focus groups for the purpose of testing consumer behavior.

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