2014/2015
KAN-CBCMU1000U Perspectives on Consumer Behaviour
| English Title |
| Perspectives on Consumer
Behaviour |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Mandatory |
| Level |
Full Degree Master |
| Duration |
One Quarter |
| Course period |
Autumn |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| 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
04-07-2014
|
| 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
- Reflect incisively and critically on the influences, rationales
and outcomes of consumer behavior grounded in a specific case
setting.
|
| Examination |
|
Perspectives
on Consumer Behaviour:
|
| Exam
ECTS |
7,5 |
| 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 and brand
manager communication. Consumers are and have been the central
focus of brands since the emergence of branded products 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. A few lectures
might be replaced by on-line activities. |
| 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
04-07-2014
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