MRK 3480 Consumer Behaviour
MRK 3480 Consumer Behaviour
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.
Acquired learning:
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 consumers choice of a product, and also the process that takes place after the purchase and what will influence future purchases. Students should be able to both understand and discuss the consequences of having depth insights into consumer behavior seen from a corporate standpoint. It is also expected that the students are able to express themselves well and communicate (and discuss) written through online discussions and assignments.
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.
- About consumer behaviour as a field
- Segmentation and targeting approach
- The consumers decision making and choice models
- The consumer as an individual with needs, personality and perception
- How the consumers learn and use knowledge
- Development of attitudes and strategies for change in attitudes
- The consumers in their social context among friends, family, culture and social class.
- Diffusion and adoption of innovations
The course is conducted by a combination of lectures, group discussions and group work.
(The course has coursework requirements).
E-learning
In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.
Re-sit examination
Students that have not gotten approved the coursework requirements, must re-take the exercises during the next scheduled course.
Students that have not passed the written examination or who wish to improve their grade may re-take the examination in connection with the next scheduled examination.
Higher Education Entrance Qualification.
MRK 2914 Marketing, MRK 3414 marketing Management or wquivalent courses.
| Mandatory coursework | Courseworks given | Courseworks required | Comment coursework |
|---|---|---|---|
| Mandatory | 5 | 3 | Throughout the semester there will be five (5) assignments of varying art (eg: electronic tests, discussion topics and documentation of their own research, etc.). All the assignments shall be answered in It's Learning. A more detailed presentation of the assignments will be announced on Its Learning. The assignments will be resolved individually, and judged as either approved or disapproved. When it comes to the electronical tests, it can be performed as many time you want before the deadline for conducting the test runs out. Three (3) of five (5) work requirements must be approved to sit for the exam. Further information will be given in lectures and on “It's learning” in relation to the assignments. |
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 100 Grouping: Individual Support materials:
Duration: 3 Hour(s) Exam code: MRK 34801 Grading scale: ECTS Resit: Examination every semester |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 40 Hour(s) | Participation in class and groupwork |
Teaching | 2 Hour(s) | 2 Webinars |
Prepare for teaching | 127 Hour(s) | |
Group work / Assignments | 28 Hour(s) | Work requirements including preparation |
Examination | 3 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.