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2012/2013  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 NOTE: The course schedule is at the moment ONLY available at www.cbs.dk/summer
Time Table Please see course schedule at e-Campus
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Faculty - Glen Brodowsky, California State University
    Patricia Plackett - Department of Operations Management
Main Category of the Course
  • Marketing
Last updated on 23-04-2012
Learning objectives
  • Develop an understanding of the theories and models of consumer behaviour.
  • Learn how consumer behaviour patterns, as well as their characteristics can be used to effectively identify and target market segments.
  • Become more sensitive observers of consumer behaviours and trendy by learning and applying qualitative research techniques.
  • Learn to develop simple questionnaries for collecting primary data on consumer interests, attitudes and behaviors.
Prerequisite
Students should have at least completed a basic course in marketing principles.
Examination
Consumer Behaviour and Customer Analysis
4-hour written exam:
Type of test Written Exam
Marking scale 7-step scale
Second examiner No second examiner
Exam period Summer Term
Aids Closed Book
Duration 4 Hours

Mandatory mid-term feedback assignment: In order to be allowed to take the final exam, students are required to do a mandatory feedback assignment.
Course content
Customer analysis is an increasingly important function for organizations. Organizations whose survival depends upon building lasting relationships with their customers must learn all they can about their current and potential customers. The better an organization understands its customers, the bette able it is to design and modify plans that will better serve or expand its customer base.
 
This course is designed to introduce you to the many aspects and characteristics of customers that may be of interest to organizations and to acquaint you with methods of learning about customers. The course will focus on the major determinants and models of consumer behaviour including their decision-making processes, information search processes, their psychological dimensions, and their interactions with the environment in which they live. In addition, a part of the course will be devoted to learning about the techniques and methods firms may use to get valid, reliable, and useful information about their customers. Particular emphasis will be on qualitative research techniques and simple questionnarie development and construction.

 The course's development of personal competences
 The course is designed to help students achieve the following goals:
  1. Gain an understanding of the factors and determinants of a customer orientation;
  2. Develop an appreciation for alternative approaches one may use to learn about customers;
  3. Be able to identify customer characteristics and behaviors that may be salient for a particular firm or organization; and
  4. Acquire the basic skills needed to perform a customer analysis for an organization.
Teaching methods
The course will include lectures, case studies, vidoes, and project work. Students will be asked to conduct simple qualitative research exercises outside of class and share them through presentations in class. Students will use their qualitative data findings to help them design a simple research questionnarie. Finally, students will have the opportunity to work with some data sets to learn some basic consumer data analysis techniques.
Expected literature
Solomon, Michael R (2007) Consumer Behaviour: Buying, Having, and Being, Hardcover: 654 Pages, Publisher: Person Pretince Hall, Language: English, ISBN: 9780132186940

Graham, Judy (2010) Critical Thinking in Consumer Behaviour: Cases and Experiential Exercises, Paperback: 171 Pages, Publisher: Pearson Pretince Hall, Language: English, ISBN-13: 978-0-13-607220-1
Last updated on 23-04-2012