2023/2024 KAN-CCMVI2014U Graduate Consumer Behaviour
English Title | |
Graduate Consumer Behaviour |
Course information |
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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 |
Min. participants | 30 |
Max. participants | 60 |
Study board |
Study Board for cand.merc. and GMA (CM)
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Course coordinator | |
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For academic questions related to the course, please contact course responsible Johannes Hattula (jha.marktg@cbs.dk). | |
Main academic disciplines | |
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Teaching methods | |
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Last updated on 22-11-2023 |
Relevant links |
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 | ||||||||||||||||||||||||||
Completed Bachelor degree or equivalent. Suggested previous introductory marketing course | ||||||||||||||||||||||||||
Examination | ||||||||||||||||||||||||||
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Course content, structure and pedagogical approach | ||||||||||||||||||||||||||
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. |
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Description of the teaching methods | ||||||||||||||||||||||||||
The course is designed to be highly interactive and build upon principles of active learning. Students are expected to comment on readings, lead discussions, and are invited to do group exercises throughout the course. | ||||||||||||||||||||||||||
Feedback during the teaching period | ||||||||||||||||||||||||||
Home Project Assignments/mini projects are based on a research question (problem formulation) formulated by the students individually. Approval deadline will be defined by the instructor. | ||||||||||||||||||||||||||
Student workload | ||||||||||||||||||||||||||
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Further Information | ||||||||||||||||||||||||||
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.
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