ELE 3767 Consumer Behaviour
ELE 3767 Consumer Behaviour
Marketing managers need a thorough understanding of consumer behavior in order to succeed in today's fast-paced, globalized, and digital environment. They need to be able to a) conceptualize why consumers behave as they do, b) generate valid customer insights based on a variety of data, and c) apply these insights in their own decision-making.
This course is designed to provide you with the necessary knowledge and skills to tackle the aforementioned tasks. It will introduce you to basic consumer behaviour problems and perspectives and to the contexts in which they arise. It will help you develop your ability to structure and analyse such problems, and provide you with tools and concepts for solving them.
The goal is for students to acquire knowledge of:
- an overall organizing framework for analyzing consumer behavior
- key concepts in consumer behavior and, where relevant, related disciplines
- tools to empirically study and analyze consumer behavior
At the end of the course, students should be able to use the acquired knowledge to:
- better understand why consumers behave as they do in specific contexts
- predict how consumers will react to different marketing strategies and tactics
- generate valid customer insights
- apply these insights in their own decision-making
After completing the course, students should
- understand the benefits (and limits) of adopting a scientific perspective to think about consumer behavior
- understand ethical issues related to consumer behaviour.
Themes of the course will be (subject to change):
- Consumer research
- Segmentation and targeting
- The consumer as an individual with needs, personality, perceptions, attention
- How consumers learn and apply knowledge
- Attitude development, and strategies for attitude change/persuasion
- The consumer in a social context among friends, family, culture and social class
- The consumer's decision-making process and decision rules
- Diffusion and adoption of innovations
- Ethical issues in consumer behaviour
The learning outcomes will be achieved through a combination of lectures, in-class discussions and exercises, and a semester-long group project.
Please note that while attendance is not compulsory in all sessions, it is the student’s own responsibility to obtain any information provided in class.
The group size for the group project is 3-5 students (depending on class size). Further instructions on assignments and presentations will be given in class.
Various software tools may be used in the course, including (subject to change): Qualtrics, Excel, data analysis tools (e.g., SPSS or R).
This is a course with continuous assessment (several exam components). Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam elements will get a lower grade or may fail the course. You will find detailed information about the point system and the cut off points with reference to the letter grades when the course starts.
Class attendance is expected.
Please come to class well prepared (i.e., make sure you have completed all required tasks)
Electronic devices: Out of respect for fellow students and faculty, please do not use laptops, iPads, cell phones, or other gadgets in class (unless requested by me).
Higher Education Entrance Qualification
Covid-19
Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.
Teaching
Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.
A basic course in marketing is required.
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Weight: 40 Grouping: Group (3 - 5) Duration: 1 Semester(s) Comment: Group project; group size and composition will be determined in first session by the professor. Exam code: ELE37672 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Activity Form of assessment: Class participation Weight: 20 Grouping: Individual Duration: 1 Semester(s) Comment: Assessed through various in-class and out-of-class tasks Exam code: ELE37672 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 40 Grouping: Individual Support materials:
Duration: 2 Hour(s) Comment: Exam on-campus Exam code: ELE37672 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 36 Hour(s) | |
Prepare for teaching | 30 Hour(s) | |
Group work / Assignments | 20 Hour(s) | |
Student's own work with learning resources | 114 Hour(s) |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.