ELE 3767 Consumer Behaviour
ELE 3767 Consumer Behaviour
This course will introduce you to basic consumer behaviour problems and perspectives and the contexts in which they arise. It will help you develop your ability to structure and analyse such problems, and provide the appropriate tools and concepts for solving them. The course will concentrate on consumer behaviour topics, which will help the marketing manager to understand the needs and wants of the consumers.
The students will get to know important concepts and central consumer models like customer needs and wants, information processing, attitude formation, evaluative criteria, segmentation and social influence.
The students should be able to understand and to predict the consumers' behaviour in different situations, and see how this information might influence the product and the service portfolio and the resulting consequences for the company's or the organization's ability to reach its goals.
The student should be able to reflect on ethical issues related to how consumer behaviour is contributing to an understanding of the customers needs and wants.
- Introduction to consumer behaviour
- Segmentation and targeting
- The consumer as an individual with needs, personality, perceptions
- How consumers learn and apply knowledge
- Attitude development, and strategies for attitude change
- 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
The course objectives are to be reached through a combination of lectures and students working on case assignments and presenting the case solutions in class. Typical group size is 3 students. Further instructions on assignments and presentations will be given in class.
For electives, re-sit is normally offered at the next scheduled course. If an elective is discontinued or is not initiated in the semester it is offered, re-sit will be offered in the electives ordinary semester.
Higher Education Entrance Qualification.
A basic course in marketing is required.
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Weight: 100 Grouping: Group/Individual (1 - 3) Duration: 1 Semester(s) Exam code: ELE37671 Grading scale: ECTS Resit: Examination when 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.