| Learning objectives |
To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors: The course supports students in learning how to
understand and apply basic consumer behavior theory. At the end of
the course, the excellent student should be able to
- Select and explain key terms, definitions, concepts, theories
and models covered in the course that are relevant to a specific
case setting
- Apply the selected key terms, definitions, concepts, theories
and models to analyse consumer behavior in the specific case
setting.
- Identify and discuss practical implications and limitations of
applying specific theories, models, and concepts from the
course.
- Present a clear and coherent argument for your choice of
relevant theories and models and follow academic conventions in
your written presentation
- Based on a portfolio of own online contributions, demonstrate
the ability to reflect on own activities, interactions and related
learnings throughout the course and argue for their substantiveness
and relevance for solving the exam case.
|
| Examination |
|
Consumer
Behavior:
|
| Exam
ECTS |
7,5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 10 pages |
| Assignment type |
Report |
| Duration |
2 weeks to prepare |
| Grading scale |
7-step scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Winter and Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
A new case and/or a new series of
essay questions will form the basis of the re-exam. Please note
that the assessment will partly be made based on the student’s
online activities/interactions made throughout the teaching period
of the course. It will not be possible to make new online
contributions. However, if the student – in accordance with the CBS
rules on make-up exams – has documented that illness during the
teaching period has resulted in his/her not making any online
contributions during the teaching period, the student will be given
the opportunity to make online contributions prior to the
re-exam.
|
Description of the exam
procedure
Note that online activities and interactions posted on Learn
throughout the course form part of the basis for the assessment, as
stated in the learning
objectives.
|
|
| Course content and
structure |
|
ONLINE COURSE
Knowing consumers’ attitudes, motives, behaviour, and
interpretations are often the key to market success. This course
introduces students to basic consumer behaviour theories and models
that are useful to gain such insights. Students will learn how
consumers consume in terms of acquisition, appreciation, and use of
consumer goods. The course will focus on both internal and external
drivers of consumer behavior. Based on this, students will learn
how to apply their knowledge about consumer behavior in a marketing
context.
|
| Teaching methods |
This course is taught entirely
online. The course will run over 8 weeks (= 8 sessions). Each
session consists of online lectures and activities which students
are expected to work through within the week. The learning content
consists of asynchronous online lectures, discussions, quizzes, and
individual and/or group assignments. In order to achieve the full
outcome of the course, it is important that students are willing to
participate in online activities throughout the course. Student
participation will be targeted at producing insights that are meant
to be covered in the final exam project. Note that online
activities and interactions posted on Learn throughout the course
form part of the basis for the assessment, as stated in the
learning objectives. No contributions will be accepted after the
8th week of the course.
The lecturers will be available for asynchronous and/or synchronous
online discussions throughout the 8 weeks in which the course runs.
The course readings primarily consist of a textbook, which will be
supplemented with selected research papers. |
| Student workload |
| Course activities (including online lectures) |
170 hours |
| Exam (including exam preparation) |
36 hours |
|
| Further Information |
|
Online course
|
| Expected literature |
|
Textbook: Szmigin & Piacentini (2015). Consumer
Behaviour. Oxford University Press.
Journal articles:
- Court, Elzinga, Mulder, and Vetvick (2009). The Consumer
Decision Journey. McKinsey Quarterly, June 2009.
- John, Deborah.R. (1999), Consumer Socialization of Children: A
Retrospective Look at Twenty-Five Years of Research. Journal of
Consumer Research, 26(3), 183-213.
- Levitt, Theodore (1960). Marketing Myopia. Harvard Business
Review, Jul/Aug60, Vol. 38 Issue 4, pp. 45-56. • Masterson, R. and
Pickton, D. (2004). Marketing – An introduction. McGrawHill,
Chapter 11. The Marketing Mix. Pp. 327-347.
- McCracken, Grant (1986). Culture and consumption. Journal of
Consumer Research, 13 (June), pp. 71-84.
- McDonald, S., Oatesb, C.J., Thynec, M., Timmisb, A.J. and
Carliled, C. (2015). Flying in the face of environmental concern:
why green consumers continue to fly. Journal of Marketing
Management, 31(13-14), 1503-1528.
- Patrick, V., MacInnis, D., Folkes, V. (2002). Approaching What
We Hope For and Avoiding What We Fear: The Role of Possible Selves
in Consumer Behavior. Advances in Consumer Research. Vol. 29. Pp.
270-76.
- Vasseur, V., Kemp, R. (2015). Springerlink: A
segmentation analysis: the case of photovoltaic in the
Netherlandsh
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