E-Commerce and Marketing

Introduction to consumer behavior, the relationship between consumer behavior and marketing, the general model of consumer behavior; psychological factors: Perception, motivation and involvement, learning and memory, attitudes, personality and self, values ​​and lifestyle; socio-cultural factors: Family, reference groups, social classes, culture and the diffusion of innovations, situational factors, marketing efforts in consumer behavior, the purchase decision process, post-purchase consumer behavior, organizational purchasing behavior, marketing communication and persuasion techniques, consumer ethics and sustainable consumption, and the protection of consumer rights constitute the content of the course.

This course aims to help students learn about consumer behavior and the factors that influence it, gain the ability to evaluate consumer decision-making processes and plan consumer-focused marketing strategies, and develop awareness of digital consumer behavior, consumer rights, ethics, and sustainable consumption.