MRK XX11 Consumer Behavior
MRK XX11 Consumer Behavior
Marketing managers need a thorough understanding of consumer behavior to succeed in today's fast-paced, globalized, and digital world. They need to be able to a) conceptualize why consumers behave and decide as they do, b) generate valid customer insights based on a variety of data, and c) apply self-generated and pre-existing insights in their own decision-making.
This course is designed to provide you with the necessary knowledge and skills to tackle the aforementioned challenges. It will introduce you to key consumer behaviour problems and perspectives and to the contexts in which they arise. It will help you develop your ability to structure and critically analyse such problems and provide you with useful tools and concepts for solving them.
The goal is for students to acquire knowledge of:
- Established and cutting-edge insights, models, and tools related to consumer behavior and decision making
- Current consumer behavior issues, especially related to sustainability and digital environments
At the end of the course, students should be able to use the acquired knowledge to:
- Conceptualize and critically evaluate why consumers behave as they do
- Critically assess the validity, limitations, and implications of academic and non-academic consumer behavior insights
- Generate relevant consumer insights with the help of digital and nondigital tools
- Apply consumer insights in personal and managerial decision-making
- Structure a convincing consumer behavior-related communication
After completing the course, students should
- Be able to reflect on ethical and sustainability issues related to consumer behavior
- Understand the interplay between marketing actions and society as a whole
- Consumer research and relevant tools
- Consumer judgment, decision making, and choice
- Needs and motivations: The drivers of behavior
- Emotion and rationality
- Individual differences and their influence on behavior
- How consumers process information: Attention, perception, and memory
- Learning and knowledge
- Sensory marketing: Appealing to consumers’ senses
- Shaping and changing consumer attitudes
- Persuasion mechanisms
- Consumption in a social context
- Promoting better choices: Nudging and social marketing
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.