This course examines consumer behavior in a digitized, connected, and data-driven marketplace, focusing on interactions with digital touchpoints throughout the customer journey. It explores how attitudes, emotions, and behaviors shift in response to digital platforms, algorithmic curation, mobile connectivity, and AI-driven personalization. Drawing on psychology, sociology, and behavioral economics, it analyzes the effects of motivation, perception, learning, social norms, cultural values, and generational shifts on the evolving digital mindset. The course investigates how digital ecosystems, influencers, and online communities shape trust, loyalty, identity, and brand relationships.
 

Topical coverage includes digital identity and self-presentation, emerging consumer trends, personalization, gamification, and algorithmic bias, as well as social commerce, mobile-first habits, immersive brand experiences, and consumer-brand co-creation. Ethical considerations around data privacy, surveillance, and the growing role of consumers in brand accountability and social change are also addressed, offering a comprehensive view of the modern digital consumer landscape.

Prerequisite: MKT201 Introduction to Marketing