2024/2025 BA-BHAAI1003U Undergraduate Consumer Behavior and Customer Analysis
English Title | |
Undergraduate Consumer Behavior and Customer Analysis |
Course information |
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Language | English |
Course ECTS | 7.5 ECTS |
Type | Elective |
Level | Bachelor |
Duration | Summer |
Start time of the course | Summer |
Timetable | Course schedule will be posted at calendar.cbs.dk |
Min. participants | 30 |
Max. participants | 100 |
Study board |
Study Board for BSc in Economics and Business
Administration
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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 07/11/2024 |
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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Examination | ||||||||||||||||||||||
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Course content, structure and pedagogical approach | ||||||||||||||||||||||
In this course, students will develop an understanding of the
fundamentals of consumer behavior and the ways in which consumer
behavior can be influenced. To do so, they will learn concepts and
theories to provide them with insight into the drivers of consumer
behaviour, including the analysis of how consumers make decisions.
Moreover, several company examples will be discussed that show how
insights about consumer behavior are applied and implemented in
business contexts.
The knowledge obtained in this unit can be of significant
benefit to both individual consumers, who can use it to make better
consumption decisions, and to both for-profit and not-for-profit
organisations who can apply it to develop more effective marketing
strategies.
Topics that will be covered include:
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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 | ||||||||||||||||||||||
Feedback will be provided from the teacher and through group work. | ||||||||||||||||||||||
Student workload | ||||||||||||||||||||||
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Further Information | ||||||||||||||||||||||
6-week 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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Expected literature | ||||||||||||||||||||||
Readings:
Hoyer, MacInnis, and Pieters (2023). Consumer Behavior, 8th Edition.
Additional relevant readings:
Additional readings will be provided online |
Last updated on
07/11/2024