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2016/2017 BA-BPSYO1541U Consumer behaviour and market analysis
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| Consumer behaviour and market analysis |
Course information |
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| Language | English |
| Course ECTS | 7.5 ECTS |
| Type | Mandatory |
| Level | Bachelor |
| Duration | One Semester |
| Start time of the course | Spring |
| Timetable | Course schedule will be posted at calendar.cbs.dk |
| Study board |
Study Board for BSc/MSc in Business Administration and
Psychology, BSc
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| Last updated on 14-03-2017 | |
| Learning objectives | ||||||||||||||||||||||
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors:
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| Course prerequisites | ||||||||||||||||||||||
| This course builds on some of the courses of the preceding semesters. Students should be willing to move their focus from the organization to the market and take a marketing perspective. | ||||||||||||||||||||||
| Prerequisites for registering for the exam | ||||||||||||||||||||||
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Number of mandatory
activities: 1
Compulsory assignments
(assessed approved/not approved)
Mandatory mid-term assignment is to be handed in at a specific time and place. It is an individual assignment, max 5 pages. Assignment will be graded pass/fail. If the student fails, a revised assignment must be handed in. Students must pass the assignment in order to attend the final exam. A make-up/re-exam of the same form will be offered. |
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| Examination | ||||||||||||||||||||||
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| Course content and structure | ||||||||||||||||||||||
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The overall goal of the course is to enable students to theoretically connect consumer behavior research, based on fundamental psychological theories and models, with marketing models and theories and derive implications for marketing practice. Moreover, students’ analytical skills will be trained by analyzing practical examples and cases based on the theoretical foundations.
Consumer behavior research aims at explaining how consumers make decisions in the marketplace, and the course introduces students to theories and models of consumer behavior. Thereby, this course builds on students’ knowledge from preceding courses on cognitive psychology and personality and social psychology. We will draw from fundamental psychological theories, covering the four broad areas of consumer behavior research: First, consumers in the marketplace, looking at consumer behavior from a marketing perspective; second, consumers as individuals, covering areas such as perception, learning/memory , motivation, the self and personality; third, consumers as decision-makers, looking into theories and models of individual decision-making; and fourth, consumer groups, covering relevant theories from social psychology.
Consumer behavior research goes beyond the study of what and why we buy; it also takes into consideration how marketers influence consumers and how consumers use the products and services marketers sell. A comprehensive understanding of the consumer is the foundation of all major marketing activities, namely product development, price and distribution strategies, and all marketing communications, and of any market research and analysis activities. More specifically, understanding perceptions, motivations, learning, attitudes and behavior of consumers has implications for marketing that go beyond choosing the right brand name or color of an advertisement.
Therefore, we will extend on the underlying psychological theories of consumer behavior and develop a basic theoretical understanding of marketing. A selection of basic marketing terms, principles and theories will supplement the syllabus, and we will touch upon theories and models that determine today’s role of marketing, such as the service-dominant logic, the diffusion of innovations or the co-creation of value. Moreover, we will touch upon the digital consumer and the relatively young and under-researched phenomenon of social media, where the consumer not only interacts with the company but also with other consumers. Implications of current consumer behavior research will be derived and discussed for the marketing of private businesses as well as public institutions. |
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| Teaching methods | ||||||||||||||||||||||
| This course is offered as a blended learning course. This means, lecturing will take place in the classroom, and exercises will mostly take place online. Exercises will follow a schedule and will include individual and group work where students are asked to work with the concepts, theories and constructs of the course to revise past lectures and/or prepare subsequent lectures. The exercise schedule will be available on Learn at the beginning of the semester. | ||||||||||||||||||||||
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| Further Information | ||||||||||||||||||||||
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Offered for the first time in spring 2017 |
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| Expected literature | ||||||||||||||||||||||
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Mandatory:
Specific reading instructions will be given at the beginning of the course. |
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