2013/2014
KAN-BCM_BC50 Perspectives on Consumer Behaviour
| English Title |
| Perspectives on Consumer
Behaviour |
|
|
| Language |
English |
| Exam ECTS |
7.5 ECTS |
| Type |
Mandatory |
| Level |
Full Degree Master |
| Duration |
One Quarter |
| Course period |
Autumn |
| Time Table |
Please see course schedule at e-Campus |
| Study board |
Study Board for MSc in Economics and Business
Administration
|
| Course
coordinator |
- Thyra Uth Thomsen - Department of Marketing (Marketing)
- Torsten Ringberg - Department of Marketing
(Marketing)
|
| Main academic
disciplines |
|
|
|
Last updated on
02-07-2013
|
| Learning objectives |
At the end of the course the student
is expected to be able to:
- Explain and apply the key terms, definitions, concepts and
models used in the study of consumer behavior.
- Differentiate between both applications and implications of
behavioral, cognitive, experiential, and cultural approaches to
analyzing consumer behavior.
- Demonstrate how as a marketer you can use your knowledge of
consumer behavior concepts to influence those behaviors
- Based on the above, reflect incisively and critically over the
influences, rationales and outcomes of consumer behavior grounded
in a specific case setting.
|
| Examination |
|
Perspectives
on Consumer Behaviour:
|
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual |
| Size of written product |
Max. 15 pages |
| Assignment type |
Case based assignment |
| Duration |
2 weeks to prepare |
| Grading scale |
7-step scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Autumn Term |
| Make-up exam/re-exam |
Same examination form as the ordinary
exam
|
|
| Course content and
structure |
|
Aim of the course
The key aim of the course is to gain an understanding of the
consumer and their responses to brand communication as an input
into the decision-making processes of the marketing communication /
brand manager. Consumers are and have been the central focus of
brands since their emergence at the end of the 18th Century.
The brand promise (and identity) has been the manufacturer's
(now service / value providers’) attempt to achieve desired
consumer responses, but it is the consumer's response to brands
that determines whether a brand is successful or not. This
course aims to give you an in-depth insight into the
influences, reasonings and outcomes of consumer behaviour. It
deals with the crucial issues of why consumers buy what they buy
and how marketers may respond to this.
Content
Consumers can be understood in many ways depending on how we look
at them. The course introduces the student to different approaches
to understanding consumer behaviour: behavioural, cognitive,
experiential, and cultural approaches. It examines the
assumptions underlying each of these approaches, as well as their
strengths and limitations in relation to the decision processes of
marketing managers. Through the course the student is
introduced to ways of analysing consumer behaviour and
repercussions for developing branding programmes and strategies.
Students are encouraged to apply this knowledge to actual products
and services.
Course progression
Consumer Behaviour is a foundation course on the Branding and
Communication Management concentration.
|
| Teaching methods |
| Teaching takes place in large classes
and consists of a mixture of dialog-based lectures, discussions,
presentations, assignments and topical exercises. |
| Expected literature |
|
Compendium +
Bryman, Alan & Bell, (Emma 2011) "Business Research
Methods", 3rd Edition. Oxford University Press - Please note:
No exact readings from this book will be given in class. You are
expected to read the book and be able to draw on the methods for
this course as well as Socio-Cognitive Science of Branding
|
Last updated on
02-07-2013
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