• Assess the key academic literature in the field of consumer behaviour
• Develop an understanding for theories developed in marketing, psychology, sociology, and other behavioral sciences that explain consumer phenomena
• Evaluate the strategic and tactical implications associated with alternative consumer behaviour theories for marketers, individual consumers and the societal well-being
• Question the value of traditional marketing practice and reflect on how the different approaches impact the marketing profession

This course takes an in-depth look at the behaviors of consumers in a globalized world. Consumers are at the center of the business value creation and as such, an understanding of consumer thoughts, feelings, and actions is critical for business success. We will examine how and why consumers behave the way that they do. You will have the opportunity to learn about theories developed in marketing, psychology, sociology, and other behavioral sciences that explain consumer phenomena. Additionally, we will examine the implications of consumer behavior for marketing by illustrating how consumer affect, motivations, cognition, learning, decision making, group and cultural influences, etc. should be considered in developing effective marketing strategies. Each session will be anchored on contemporary trends. The course also aims at examining the implications of consumer behavior on each of us as individual consumers and the societal well-being.

3-week course that cannot be combined with any other course.

Preliminary Assignment: The course coordinator uploads Preliminary Assignment on Canvas at the end of May. It is expected that students participate as it will be included in the final exam, but the assignment is without independent assessment and grading.