بازاریابی و رفتار مصرف کننده

دانلود طرح درس

اهداف درس

  • آشنایی رفتار مصرف‌کننده و بازاریابی و تحول نظریات آن در سالهای گذشته
  • توان تحلیل رفتار مصرف‌کنندگان در بعد عوامل فردی
  • توان تحلیل رفتار مصرف‌کنندگان در بعد عوامل محیطی

سرفصل‌ها

  • بازاریابی
    • تئوری‌های بازاریابی و تکامل تفکر بازاریابی
    • بازاریابی هنر
    • بازاریابی سبز
    • بازاریابی فناوری‌های پیشرفته
    • بازاریابی خرده‌فروشی
    • اخلاق بازاریابی و حقوق مصرف‌کننده
  • رفتار مصرف‌کننده
    • نظریه مصرف
    • روانشناسی رنگ و طرح و کاربرد آن در بازاریابی
    • روانشناسی موسیقی و کاربرد آن در بازاریابی
    • نشانه‌شناسی محرک‌های بازاریابی
    • یادگیری و حافظه معنایی
    • فرهنگ و رفتار خرید
    • سبک زندگی و رفتار خرید
    • شیوه‌های نوین تحقیقات کیفی در حوزه رفتار مصرف کننده

منابع

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