This course is structured into two key components.
In the first part, we will establish a foundational understanding of consumer behavior by examining core theoretical frameworks and research methodologies. Specifically, we will cover the Consumer, Context, & Offering (CCO) framework, the Consumer Information Processing (CIP) model, and various consumer research methods, with a particular emphasis on the experimental approach.
The second part of the course will focus on the practical application of these concepts. Students will be required to conduct and present three analytical projects: a journey analysis, an offering analysis, and a research proposal. These assignments are designed to enhance critical thinking, research proficiency, and the ability to translate consumer insights into actionable conclusions.
By the end of the course, students will have developed both a theoretical and practical understanding of consumer behavior, equipping them with the necessary skills to conduct rigorous research and apply consumer insights in various professional and academic contexts.
In the first part, we will establish a foundational understanding of consumer behavior by examining core theoretical frameworks and research methodologies. Specifically, we will cover the Consumer, Context, & Offering (CCO) framework, the Consumer Information Processing (CIP) model, and various consumer research methods, with a particular emphasis on the experimental approach.
The second part of the course will focus on the practical application of these concepts. Students will be required to conduct and present three analytical projects: a journey analysis, an offering analysis, and a research proposal. These assignments are designed to enhance critical thinking, research proficiency, and the ability to translate consumer insights into actionable conclusions.
By the end of the course, students will have developed both a theoretical and practical understanding of consumer behavior, equipping them with the necessary skills to conduct rigorous research and apply consumer insights in various professional and academic contexts.
- Teacher: Shai Danziger
- Course Editor: Galit Rachel Cohen Shany