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2015/2016  BA-BHAAI1003U  Undergraduate Consumer Behavior and Customer Analysis

English Title
Undergraduate Consumer Behavior and Customer Analysis

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 120
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Glen H. Brodowsky Ph.D. Professor of Marketing, glenbrod@csusm.edu
    Sven Bislev - Department of Intercultural Communication and Management (ICM)
In case of any academic questions related to the course, please contact the course instructor or the academic director, Sven Bislev at sb.ikl@cbs.dk
Main academic disciplines
  • Marketing
Last updated on 12-05-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: At the end of the course, the student should be able to:
  • Demonstrate an understanding of the theories and models of consumer behavior
  • Describe how consumer behavior patterns can be used to effectively identify and target market segments
  • Identify consumer behaviors and trends by learning and applying basic qualitative research techniques
Course prerequisites
Students must have completed an introductory principles of marketing course.
Examination
Undergraduate Consumer Behavior and Customer Analysis:
Exam ECTS 7,5
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, Ordinary exam: 1-5 August 2016
Retake exam: Within two months from the ordinary exam.
Aids allowed to bring to the exam Closed Book: no aids
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.
4 hour written sit-in exam with a new exam question
Course content and structure

This course focuses on understanding the buying and consumption behavior of individuals and groups. Students are asked to examine their own buyer decision making through a mandatory midterm assignemt.  In addition to traditional, psychology based models of and theories of consumer behavior, we also investigate newer models from the emerging field of behavioural economics.

 

Class Session    Topic
1                             Introduction to Consumer Behavior
2                             A Consumer Society
3                             Behavioral Economics  - Explaining the Seemingly Irrational
4                             Shopping, Buying, Evaluating – Individual Decision Making
5                             Perception and the Self
6                             Motivation, Values, and Lifestyles (Feedback Activity Due)
7                             Learning and Memory
8                             Attitudes and Attitude Change
9                             Group Influences and Opinion Leadership /Family Structures,                                         Social Class
10                           Culture and Consumer Behavior 
11                           Comprehensive Review

 
Teaching methods
In addition to lectures, students will complete, either individually or in small groups, a series of experiential and applied exercises during class time. Theses exercises are included in the supplemental text by Graham listed below. These exercises apply the theories described in the main text by Solomon
Student workload
Preliminary assignment 10 hours
Classroom attendance 33 hours
Preparation 144 hours
Feedback activity 7 hours
Examination 12 hours
Further Information

 

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.

 

Feedback Activity: A feedback activitity defined by the course instructor will take place app. half-way through the course. 
 

 

The timetable is available on  http://www.cbs.dk/files/cbs.dk/isup_timetable_2016_updated.pdf
Expected literature

Solomon, Michael R. Gary Bamossy, Soren Askegaard, Margaret K. Hogg: Consumer Behaviour, A European Perspective

ISBN-13: 9781292116723

Prentice Hall/Financial Times, 2016

 

Graham, Judy: Critical Thinking in Consumer Behavior

ISBN-10: 0136027164  ISBN-13: 978-0136027164

Prentice Hall, 2nd edition, 2009

 

 
Last updated on 12-05-2016