APPLIES TO ACADEMIC YEAR 2012/2013
MRK 3480 Consumer Behaviour|
Responsible for the course
Department of Marketing
According to study plan
Language of instruction
The course will give students an introduction to the subject consumer behaviour on a fundamental level. Emphasis is placed on the factors that control and affect the consumer's behaviour, and how the marketer can benefit from these factors. In addition, the course aims at identifying circumstances surrounding the demand for goods and services, how the same goods and services are used, and not least the decision-making process behind the purchase of a product or service.
On completion of the course, the students should be able to explain key concepts and have a basic understanding of consumer behaviour.
On completion of the course, the students should be able to use different theories and models to understand the process that leads to a consumer’s choice of a product, and also the process that takes place after the purchase and what will influence future purchases.
On completion of the course students should be able to ask critical questions and reflect upon central premises and assumptions in the field of consumer behaviour.
MRK 2914 Marketing, MRK 3414 marketing Management or wquivalent courses.
Schiffman, Leon G., Leslie Lazar Kanuk and Håvard Hansen. 2012. Consumer behaviour : a European outlook. 2nd ed. Financial Times Prentice Hall
No specified computer-based tools are required.
Learning process and workload
1) Understanding the Process
The course is conducted by a combination of lectures, group discussions and group work.
Throughout the semester there will be five (5) electronic tests that must be answered in “It's Learning”. All electronic tests will be resolved individually, and judged as either approved or disapproved. The student has the opportunity to take the tests on the new if it is not approved in the first experiment (the tests can be performed as many time you want before the deadline for conducting the test runs out). Three of five work requirements must be approved to sit for the exam. Further information is given in lectures and on “It's learning” in relation to the tests.
In order to sit for the final written exam, students have to have three of five online tests approved.
A three (3) hour individual written exam concludes the course.
MRK 34801 - Written exam accounts for 100 % of the final grade in the course MRK 3480 Consumer Behavior, 7.5 ECTS.
Examination support materials
No support materials are allowed for the examination.
Re-sit examination is offered every term.
Students that have not passed the coursework requirements must re-take the exercises at the next scheduled course, and must pass the three exercises.
Students that have not passed the written examination or who wish to improve their grade must re-take the examination in connection with the next scheduled examination.
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