2019/2020 KAN-CIBCV1514U Consumer Culture and Communication: Segmenting, Targeting and Positioning across the Global Market
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Consumer Culture and Communication: Segmenting, Targeting and Positioning across the Global Market |
Course information |
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Language | English |
Course ECTS | 7.5 ECTS |
Type | Elective |
Level | Full Degree Master |
Duration | One Semester |
Start time of the course | Spring |
Timetable | Course schedule will be posted at calendar.cbs.dk |
Max. participants | 50 |
Study board |
Study Board for Master of Arts (MA) in International Business
Communication in English
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Last updated on 16-08-2019 |
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Course content, structure and pedagogical approach | ||||||||||||||||||||||
Consumers increasingly expect to be addressed and met on their own terms. This can only be achieved if businesses can handle complex insights into culturally diverse subgroups (segments) of consumers and their behaviour across the global market place. The key challenge is understanding how consumers prioritize and choose their consumption behaviors. The identity formation and thereby value formation of modern consumers are becoming increasingly complex due to their belongings to local, national and global communities accessible via contemporary media technologies and the world-wide web.
In order to understand consumers across cultures, the course reviews theoretical concepts from two aspects: 1) cultures and consumer segmentation (consumers diversified identities and values, and their relations with their attitudes and consumption choises in the contemporary society); and 2) consumer behavior models ("Cognitive and Behavioral Consumer Models")
The course will support students to design a methodologically sound empirical study by selecting (or combining) appropriate methods relevant to a research issue. For example, for investigating cultures and consumers segments, the students will aquire skills for exploring quantitative secondary data such as World Value Survey and Eropean Social Survey; for understanding consumers identities and values relevant to their product choice, the students will aquire skills for conducting a qualitative interview, and for testing consumer behavior models, the students will aquire skills for designing a survey to collect primary data and process and analyze the collected data.
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The course consists of theoretical lessons , exercise lessons 1 workshop minutes) | ||||||||||||||||||||||
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Through a group-based assignment, the course will integrate the "blended learning" concept and will facilitate "student to student feedback" as well as teachers' feedbacks to each group assignment in the class and online. |
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