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2011/2012  KAN-CM_A202  Applied Consumer Behaviour

English Title
Applied Consumer Behaviour

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Full Degree Master
Duration One Quarter
Course Period Autumn . Second Quarter
Please see e-campus
Time Table Please see course schedule at e-Campus
Max. participants 60
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Torben Hansen - Department of Marketing
Administration: Yvonne Bjørkov - yb.marktg@cbs.dk
Main Category of the Course
  • Marketing

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
• Develop an advanced understanding of consumer behaviour theories, concepts and models.
• Learn how to identify potentially important, and less important, aspects of a consumer-related problem setting.
• Learn how to investigate potentially important aspects of a consumer-related problem setting.
• Develop an understanding of the possibilities and limitations of quantitative research methods.
Basic knowledge of consumer behaviour and marketing research methods is required.
4 hour written exam
Applied Consumer Behaviour:
Assessment Written Exam
Marking Scale 7-step scale
Censorship No censorship
Exam Period Winter Term
Aids Open Book, Written and Electronic Aid is permitted
Duration 4 Hours

Course Content

In the modern marketplace, the consumer is faced with challenges such as increased market complexity, relatively scare cognitive resources and lifestyle changes. As a consequence, in the complex real world consumers often lack a comprehensive idea of what behaviour may serve their interests in the best way. Nevertheless, consumers keep on buying products and services every day, without necessarily ending up in dissonant and stressful states. Such circumstances, among others, point to the need for graduates with advanced level understanding of consumer behaviour, and how to apply this knowledge to a wide range of problem settings.
This course provides students with a comprehensive understanding of consumers’ behaviour in the modern marketplace. The course takes a problem-focused approach. In so doing, the lectures will be organized around a number of up-to-date research questions such as:

Ø Why do consumers trust? Do they trust too much or too little?

Ø Do consumers know what they think they know?

Ø When things go wrong: Whom are consumers going to blame? Why?

Ø What are the consumer implications of the financial crisis?

Development of personal competences:

This course equips students with the competencies necessary to better understand complex problems related to modern consumer behaviour. In addition, this course enables students to develop their practical problem-solving and analytical skills. Based on real-world trends and challenges students will learn how to identify research problems, how to develop appropriate problem-focused research frameworks, how to apply these, and how to provide suggestions and implications for management.

Teaching Methods
The discussion of such, and other, research questions will incorporate relevant consumer behaviour concepts, models and theories. The course is given in lecture form with class work and with special emphasis on the interplay between consumer theories & models and applied statistics. In order to investigate identified research questions, the SPSS statistical package is integrated into some of the lectures. In addition to datasets provided by the lecturer, the students will participate in collecting a reasonable amount of quantitative research data.

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Fetchenhauer, D. & Dunning, D. (2009). Do people trust too much or too little? Journal of Economic Psychology, 30, 263–276.

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Grayson, K., Johnson, D., & Chen, D-F. R. (2008). Is Firm Trust Essential in a Trusted Environment? How Trust in the Business Context Influences Customers. Journal of Marketing Research, XLV(April), 241-256.

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