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.
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.
- Introduction to consumer behavior
- Decisions
- Buy, use and discard
- Motivation
- Learning and attitudes
- Emotions and emotions
- Perception
- Heritage and environment
- Groups, social classes and culture
- Segmentation
- Technology everywhere
- Negative consumer behavior
- Gray zones and ethical considerations
- What is consumption? Different perspectives
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
Covid-19
Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.
Teaching
Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.
MRK 2914 Marketing, MRK 3414 marketing Management or equivalent courses.
| Mandatory coursework | Courseworks given | Courseworks required | Comment coursework |
|---|---|---|---|
| Mandatory | 5 | 3 |
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 100 Grouping: Individual Support materials:
Duration: 3 Hour(s) Comment: 30/09/2022: Please note that the re-sit examiniation in autumn 2022 is arranged as a structured test of 3 hours. 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 | 130 Hour(s) | |
Group work / Assignments | 25 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.