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2016/2017  KAN-CCMVI2014U  Graduate Consumer Behaviour

English Title
Graduate Consumer Behaviour

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr. Maxwell Winchester, Discipline Leader, Marketing, Victoria University, mwi.msc@cbs.dk
    Sven Bislev - Department of Management, Society and Communication (MSC)
In case of any academic questions related to the course, please contact the course instructor or the academic director, Sven Bislev at sb.ikl@cbs.dk
Main academic disciplines
  • Marketing
  • Sociology
  • Business psychology
Last updated on 29/05/2017
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Assess the key academic literature in the field of consumer behaviour
  • Appraise cognitive models including cultural, social and psychological influences
  • Apply behavioural models including Double Jeopardy, Duplication of Purchase Law and Dirichlet Theory
  • Evaluate the strategic and tactical implications associated with alternative consumer behaviour theories
  • Question the value of traditional marketing practice and reflect on how the different approaches impact the marketing profession
Course prerequisites
Introductory Marketing Course
Examination
Consumer Behavior:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 72 hours to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: End of July - beginning of August 2017.

Retake exam: End of September - beginning of October 2017.

3rd attempt (2nd retake) exam: End November - beginning of December 2017.

Exam schedule is available on http://www.cbs.dk/summer http:/​/​www.cbs.dk/​uddannelse/​summer-university-programme/​exam
Make-up exam/re-exam
Same examination form as the ordinary exam
Home project assignment, new exam question
Course content and structure

This interdisciplinary course offers an opportunity for the student to critically consider common approaches to marketing in light of empirical evidence. The course emphasises the use of knowledge about consumer behaviour in marketing decisions underpinned by empirical marketing science.  Initially, an overview of traditional consumer behaviour models is presented.  These models are then challenged with empirical evidence and alternative approaches are discussed. Finally, practical marketing implications are considered. 

 

Class 1: Introduction to Consumer Behaviour 

Class 2: Influences on CB (1)

Class 3: Influences on CB (2)

Class 4: Questioning the Dominant Paradigm

Class 5: Behaviourism in Consumer Behaviour

Class 6: Empirical Generalisations in Consumer Behaviour

feedback activity: Case study

Class 7: Implications: Loyalty & Brand Growth

Class 8: Implications: Marketing Strategy

Class 9: Implications: Promotions & Branding

Class 10: Implications: Pricing

Class 11: Comprehensive Review
Teaching methods
This is a course where learners are responsible for managing their own time in completing prescribed reading, undertaking further research and completing assessment tasks. Students are expected to participate in practical problem solving sessions, usually through team work in class, and through case study analysis. For every classroom-based contact hour it is expected that students will undertake another two hours of self-directed work.
Student workload
Preliminary assignment 10 hours
Classroom attendance 33 hours
Preparation 144 hours
Feedback activity 7 hours
Examination 12 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.

 

Feedback Activity: A feedback activity defined by the course instructor will take place approx. half-way through the course.

 

Course timetable is available on http://www.cbs.dk/uddannelse/summer-university-programme/courses
Expected literature

Sharp, Byron. (2010). How brands grow. Oxford University Press.
Last updated on 29/05/2017