| Learning objectives |
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors: At the end of the course the student is expected to be able
to:
- 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.
|
| Examination |
|
Perspectives
on Consumer Behaviour:
|
| Exam
ECTS |
7,5 |
| Examination form |
Oral exam based on written product
In order to participate in the oral exam, the written product
must be handed in before the oral exam; by the set deadline. The
grade is based on an overall assessment of the written product and
the individual oral performance. |
| Individual or group exam |
Oral group exam based on written group
product |
| Number of people in the group |
4-5 |
| Size of written product |
Max. 15 pages |
|
The project is written in groups of 4-5 students.
In the oral group-based examination all students can be examined in
the entire project and the entire course literature.
The exam can be completed individually if a student wishes to do
this then they must write a 10 page project. |
| Assignment type |
Project |
| Duration |
Written product to be submitted on specified date and
time.
10 min. per student, including examiners' discussion of grade,
and informing plus explaining the grade |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and second internal
examiner |
| Exam period |
Autumn |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
|
Description of the exam
procedure
Make-up/re-exam will take place in the Fall with a report
submission deadline in October. If the student did not pass the
regular exam, a new or a revised project, cf. advice from the
examiner of the ordinary exam, must be handed in by the new
deadline.
* if a student is absent from the oral exam due to documented
illness but has handed in the written group product she/he does not
have to submit a new product for the re-take. However the
group product must be uploaded once again on Digital Exam.
* if a whole group fails the oral exam they must hand in a
revised product for the re-take.
* if one student in the group fails the oral exam the course
coordinator chooses whether the student will have the oral exam on
the basis of the same product or if he/she has to hand in a revised
product for the re-
take.
|
|
| 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 in the study
program.
|
| Teaching methods |
| This course is delivered in a blended learning
format. That is, we combine online material and lectures with
in-class discussions and workshops. Blended learning (the mix of
online and offline platforms) creates a powerful learning
environment for students, which we intend to use to its fullest
potential. The course consists of online lectures and materials,
online activities (e.g. online discussion forum, and/or peer graded
assignments), and on-campus group work and in-class discussion. The
class is highly interactive both online and offline with a
corresponding expectation that students engage in these
interactions. |
| Feedback during the teaching period |
| This course includes peer feedback and class
wrap-ups. |
| Student workload |
| Teaching |
30 hours |
| Preparation |
126 hours |
| Exam |
50 hours |
|
| Expected literature |
|
Text collection and research papers (Indicative literature -
more literature will be announced upon enrollment):
-
Arnould & Price (1993). “River Magic: Extraordinary
Experience and the Extended Service Encounter”. Journal of
Consumer Research, 20 (June), pp. 24-45.
-
Belk, Russ W. (1988). “Possessions and the Extended Self”.
Journal of Consumer Research, 15 (September),
139-168.
-
Belk Russ W, Ger Guliz, and Søren Askegaard. (2003). ”The Fire
of Desire: A Multisited Inquiry into Consumer Passion”.Journal
of Consumer Research, 30 (December), pp. 326-351.
-
Fournier, Susan (1998). “Consumers and Their Brands: Developing
Relationship Theory in Consumer Research.” Journal of Consumer
Research, 24 (March), pp. 343-373.
-
Kivetz, Ran, Oleg Urminsky, and Yhuang Zheng (2006). “The
Goal-Gradient Hypothesis Resurrected: Purchase Acceleration,
Illusionary Goal Progress, and Customer Retention.” Journal of
Marketing Research, 43 (February), pp. 39-58.
-
Levy, Sidney. J. (1959). “Symbols for Sale.” Harvard
Business Review, 37, pp. 117-124.
-
McCracken (1986). “Culture and consumption.” Journal of
Consumer Research, 13 (June), pp. 71-84.
-
Nord, Walter R., and J. Paul Peter (1980). “A Behavior
Modification Perspective on Marketing.” Journal of
Marketing, 44 (Spring), pp.
36-47.
|
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