2013/2014 BA-HA_HU1I Consumer Behaviour and Customer Analysis
English Title | |
Consumer Behaviour and Customer Analysis |
Course information |
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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
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 22-07-2013 |
Learning objectives | |||||||||||||||||||||
Students are expected to:
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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) |
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Examination | |||||||||||||||||||||
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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. |
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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. |
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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