• Identify and explain the difference between behavioral, cognitive, experiential, and cultural theories when analyzing specific consumer behavior.
• Select, explain and apply relevant key terms, definitions, concepts, theories and models covered in the course to analyse consumer behavior in a specific case setting.
• Analyze and describe how a marketer could use relevant theories and models covered in the course to influence consumer behavior in a specific case setting.
• Present a clear and coherent argument for your selection of key theories and models and follow academic conventions in your written presentation.

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.

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