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.
On completion of the course, the students should be able to explain key concepts and have acquire a basic understanding and competence for consumer behavior as a subject area, as well as be updated on current research and development work. In addition, the students should have knowledge of the consumer's decision-making process in the procurement of goods and services and acquire broad knowledge of factors and factors that influence the consumer's decision-making process.
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. In addition, students should be able to reflect on various ethical dilemmas related to how marketing can influence consumer decisions.
Part I Consumers and the market
- Introduction to consumer behavior
- Purchase, use and disposal: sustainable consumer behavior
Part II Consumer perspective on themselves
- Personality and self-image
Part III: Consumers and decisions
- Decisions (decision-making, emotional and rational, System 1 and 2, loyalty)
- Learning and Attitudes
Part IV: The environment and consumer behavior
- Demographic conditions (family structure, income, age, etc.)
- Groups and social classes
Part V: Special Topics
- Consumer behavior and technology
- Forced consumer behavior (shopaholic / compulsive buying, gambling addiction, substance abuse)
The course is conducted by a combination of lectures, group discussions and group work.
(The course has coursework requirements).
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.
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.
|Exam category||Weight||Invigilation||Duration||Support materials||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination every semester
|Form of assessment:||Written submission|
|Support materials:|| |
|Exam code:||MRK 34801|
|Resit:||Examination every semester|
|Workload activity||Duration||Type of duration||Comment student effort|
|Teaching||40||Hour(s)||Participation in class and groupwork|
|Prepare for teaching||130||Hour(s)|
|Group work / Assignments||25||Hour(s)||Work requirements including preparation|
|Comment:||Participation in class and groupwork|
|Workload activity:||Prepare for teaching|
|Workload activity:||Group work / Assignments|
|Comment:||Work requirements including preparation|
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.