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2013/2014  BA-HA_HU1I  Consumer Behaviour and Customer Analysis

English Title
Consumer Behaviour and Customer Analysis

Course information
Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Course period Summer
Please check www.cbs.dk/summer for the course schedule.
Time Table Please see course schedule at e-Campus
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Glen Brodowsky, California State University
    Patricia Plackett - Department of Operations Management (OM)
Main academic disciplines
  • Business psychology
  • Marketing
  • Language and Intercultural Studies
Last updated on 22-07-2013
Learning objectives
Students are expected to:
  • Develop an understanding of the theories and models of consumer behaviour.
  • Learn how consumer behaviour patterns can be used to effectively identify and target market segments.
  • Become more sensitive observers of consumer behaviours and trends by learning and applying basic qualitative research techniques.
Course prerequisites
Students should have at least completed a basic Principles of Marketing course.
Prerequisites for registering for the exam
Compulsory assignments (assessed approved/not approved)
Mandatory feedback assignment. For this assignment, you must describe the five stages of your own buyer decision-making process for a major purchase (car, stereo, camera etc.) Next, describe your decision process for a minor purchase such as a soda or candy bar. Are these decision-making processes different? Which steps differ? Why do they change? (No more than 3 pages due by the 8th Session)
Examination
4-hour written exam:
Examination form Written sit-in exam
Individual or group exam Individual
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Aids allowed to bring to the exam Limited aids, see the list below and the exam plan/guidelines for further information:
  • Allowed dictionaries
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Course content and structure
Organizational survival depends upon understanding and building relationships with customers.  The better a company understands the needs and motivations of its customers, the better it will be at adapting its marketing strategies to meet customers changing needs.
 
This course is designed to build upon the overview of consumer behaviour presented in basic marketing courses.  It introduces students to marketing and psychological theoretic frameworks that are used for understanding how consumers make decisions.  These models focus on behavioural decision-making, self-concept, perceptions, motivation, and learning.  The course also examines social and cultural influences on consumer behaviour. In addition, students will be introduced to some qualitative models used for studying and researching consumer behaviour patterns and profiling target markets.
Teaching methods
The course will include lectures and videos. I have also selected a book that includes numerous activities and exercises that the students can work on in class.

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings to be read before the start of classes with a related task or tasks in the first two classes in order to 'jump-start' the learning process. Behavioural economics has become a popular sub-discipline in economics in recent years. Many popular authors such as Malcolm Gladwell, as well as economists such as Richard Thaler and marketing scholars such as Barry Schwartz have published popular books that investigate the psychological underpinnings of economic decision-making. Marketers have been studying these behaviours for many years. I plan to select a few chapters from these books and post them on the CBS Learn website in May. They are easy to read but stimulate lots of good discussion. I plan to devote the first two lectures of the summer to discussing these chapters in class as a foundation upon which to explore the marketing and psychology models mentioned in the previous section.
Expected literature
Solomon, Michael R (2010), Consumer Behaviour: A European Perspective,  Pearson Education, Essex, England, UK.
Paperback 700 pages
 
Graham, Judy (2010), Critical Thinking in Consumer Behaviour: Cases and Experiential Exercises,Pearson, Prentice Hall. 
Paperback 171
Last updated on 22-07-2013