| Learning objectives |
The course supports students in learning how to
understand and apply basic consumer behavior theory. At the end of
the course, the excellent student should be able to
- Select and explain key terms, definitions, concepts, theories
and models covered in the course literature that are relevant to a
specific case setting
- Apply the selected key terms, definitions, concepts, theories
and models to analyse consumer behavior in the specific case
setting.
- Identify and discuss practical implications and limitations of
applying specific theories, models, and concepts from the course
literature.
- Present a clear and coherent argument for your choice of
relevant theories and models and follow academic conventions in
your written presentation
|
| Examination |
|
Consumer
Behaviour (online):
|
| Exam
ECTS |
7,5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 10 pages |
| Assignment type |
Case based assignment |
| Release of assignment |
The Assignment is released in Digital Exam (DE)
at exam start |
| Duration |
Written product to be submitted on specified date
and time. |
| Grading scale |
7-point grading scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
A new case will form the basis of
the re-exam.
|
|
| Course content, structure and pedagogical
approach |
|
ONLINE COURSE
Knowing consumers’ attitudes, motives, behaviour, and
interpretations is often the key to market success, but also to
foster consumer and societal wellbeing. This course introduces
students to fundamental consumer theories and models that are
useful to gain such insights and to develop a sound
foundation for critical reflection and a constructive mindset.
Students will gain deep knowledge about consumption and learn to
analyze how consumers consume in terms of acquisition,
appreciation, and use of consumer goods. The course will focus
on both internal and external drivers of consumer behavior and the
dilemmas and ambiguities that consumption choices are embedded in.
Also, students will learn how individual well-being can be fostered
by consumption, and how it may be at odds with or aligned with
societal well-being. Based on this, students will learn how to
apply their knowledge about consumer behavior to create
market-oriented solutions that create value for consumers,
companies, as well as society at large.
|
| Description of the teaching methods |
This course is taught entirely online. The course
will run over 8 weeks (= 8 sessions). Each session consists of
online lectures and activities, which students are expected to work
through within the week. The learning content consists of
asynchronous online lectures, discussions, quizzes, and individual
and/or group assignments. In order to achieve the full outcome of
the course, it is important that students are willing to
participate in online activities throughout the course. Student
participation will be targeted at producing insights that are
relevant for the final exam case.
The lecturers will be available for asynchronous and/or synchronous
online discussions throughout the 8 weeks in which the course runs.
The course readings primarily consist of a textbook, which will be
supplemented with selected research papers. |
| Feedback during the teaching period |
| A computer facilitated peer review process will
be applied in one of the sessions. Also throughout the course, the
lecturer will summarize or respond to (either all or illustrative)
student hand-ins that are uploaded to Canvas before the given
deadline in order to enhance learning. |
| Student workload |
| Course activities (including online lectures) |
170 hours |
| Exam (including exam preparation) |
36 hours |
|
| Further Information |
|
Online course
|
| Expected literature |
|
Textbook: Szmigin & Piacentini. Consumer Behaviour.
Oxford University Press.
Journal articles:
- Court, Elzinga, Mulder, and Vetvick (2009). The Consumer
Decision Journey. McKinsey Quarterly, June 2009.
- John, Deborah.R. (1999), Consumer Socialization of Children: A
Retrospective Look at Twenty-Five Years of Research. Journal of
Consumer Research, 26(3), 183-213.
- Levitt, Theodore (1960). Marketing Myopia. Harvard Business
Review, Jul/Aug60, Vol. 38 Issue 4, pp. 45-56.
- Masterson, R. and Pickton, D. (2004). Marketing – An
introduction. McGrawHill, Chapter 11. The Marketing Mix. Pp.
327-347.
- McCracken, Grant (1986). Culture and consumption. Journal of
Consumer Research, 13 (June), pp. 71-84.
- McDonald, S., Oatesb, C.J., Thynec, M., Timmisb,
A.J. and Carliled, C. (2015). Flying in the face of
environmental concern: why green consumers continue to
fly. Journal of Marketing Management, 31(13-14),
1503-1528.
- Patrick, V., MacInnis, D., Folkes, V. (2002). Approaching What
We Hope For and Avoiding What We Fear: The Role of Possible Selves
in Consumer Behavior. Advances in Consumer Research. Vol. 29. Pp.
270-76.
- Santos, S. and Goncalves, H. Consumer decision journey: Mapping
with real-time longitudinal online and offline touchpoint data.
European Management Journal, October 2022.
- Yankelovich D, Meer D. Rediscovering Market Segmentation.
Harvard Business Review.
2006;84(2):122-131.
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