The main objective of the course is to help students understand how commercial success of contemporary businesses depends on the depth of managers’ understanding of consumer behavior in the digital age. It highlights the internal processes that occur within consumers’ minds and how knowledge of these processes can be useful for choosing marketing strategies, in both traditional and online contexts. It examines how web analytics can be used to identify the customer journey and analyze customer touchpoints, utilizing digital tools and analytical data to enhance customer experience through a better knowledge of online consumer behavior.
The theoretical models and practical examples discussed during the module will develop students’ understanding of the specific marketing concepts that are needed when analyzing consumer behavior within the context of digital marketing. The module also contributes to consumer analysis with examples of ethical, sustainable digital marketing and online consumer research.
An applied sciences research-orientated university, promoting research excellence and innovation for the benefit of science and society. Recently developed strategic plan gives emphasis on campus life, student experience and sustainable development within the 17 UNSDG’s framework.
CUT is young, public university, established in 2004, first outside the capital city, attracted high-caliber researchers and students.
