MKT 400 Lecture Notes - Lecture 1: Social Media Marketing, Social Software, Web 2.0
17 May 2018
School
Department
Course
Professor
MKT 400 – Uderstadig Cosuer Behaviour
Module 1 : Introduction to Consumer Behaviour and Social Media Marketing
1. Course Administration and Logistics
2. Fundamentals of Consumer Behaviour Marketing
3. Fundamentals of Social Media in the Media Services Domain
Consumer Behaviour
Is a process:
➢ Marketers need to understand the wants and needs of different
consumer segments
➢ Popular culture is a product of and information for marketers
➢ Internet has changed consumer behaviour patterns
➢ Ethical issues that should be considered in marketing and consumer
behaviour
➢ Negative ipats o osuers ad soiet (dark side of osuer
behaviour
Social Media Marketing
becoming intertwined with
traditional marketing
➢ Social Media vs. Traditional Media
➢ Social Media Value Chain Explain relationship among the Internet,
social media channels, social software and the internet-enabled
devices we use for access and participation., In what activities do
individuals participate using social media?
➢ Web 2.0 and its defining characteristics. How does Web 2.0 add value
to Web 1.0
➢ Major media channels associated with social media. How these
channels differentiate themselves and offer value to users
➢ Social Software and how does it related to social media environment?
➢ Why is social media valuable to marketers? What is social media
marketing?
➢ Marketing objectives can organizations meet when they incorporate
social media in their marketing mix?
Consumer Behaviour
Consumer Behaviour
➢ Study of the processes involved when individuals or groups
(consumers) select, purchase and use or dispose of products,
services, ideas or experiences to satisfy needs and desires.
• Can be performed by different people.
➢ Marketing activities exert an enormous impact on individuals.
Consume rbehaviour is relevant to our understanding of both public
policy issues (ethical marketing practices) and the dynamics of
popular culture.
➢ The field of consumer behaviour is interdisciplinary; it is composed of
researchers from many different fields who share an interest in how
people interact in the market place
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Module 1 : introduction to consumer behaviour and social media marketing: course administration and logistics, fundamentals of consumer behaviour marketing, fundamentals of social media in the media services domain. Social media marketing becoming intertwined with traditional marketing. Popular culture is a product of and information for marketers. Ethical issues that should be considered in marketing and consumer behaviour. Negative i(cid:373)pa(cid:272)ts o(cid:374) (cid:272)o(cid:374)su(cid:373)ers a(cid:374)d so(cid:272)iet(cid:455) ((cid:862)dark side(cid:863) of (cid:272)o(cid:374)su(cid:373)er behaviour. How does web 2. 0 add value to web 1. 0. Major media channels associated with social media. How these channels differentiate themselves and offer value to users. Study of the processes involved when individuals or groups (consumers) select, purchase and use or dispose of products, services, ideas or experiences to satisfy needs and desires: can be performed by different people. Marketing activities exert an enormous impact on individuals. Consume rbehaviour is relevant to our understanding of both public policy issues (ethical marketing practices) and the dynamics of popular culture.
