VGS 3480 Consumer Behaviour

VGS 3480 Consumer Behaviour

Course code: 
VGS 3480
Department: 
Marketing
Course coordinator: 
Nina Helene Vogt
Course name in Norwegian: 
Forbrukeratferd
Product category: 
Bachelor
Portfolio: 
Bachelor - Preparatory course
Semester: 
2022 Spring
Active status: 
Active
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

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.

Learning outcomes - Knowledge

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.

Learning outcomes - Skills

On completion of the course, the students should be able to use different theories and models to understand the process that leads to a consumer’s 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.

General Competence

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.

Course content
  • 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
Teaching and learning activities

The course is conducted by a combination of lectures, group discussions and group work.

(The course has coursework requirements).

Software tools
No specified computer-based tools are required.
Additional information

The mandatory coursework must be passed before the examination.

Qualifications

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.

Required prerequisite knowledge

  

Mandatory courseworkCourseworks givenCourseworks requiredComment coursework
Mandatory53
Mandatory coursework:
Mandatory coursework:Mandatory
Courseworks given:5
Courseworks required:3
Comment coursework:
Type of Assessment: 
None
Total weight: 
0
Reduction description

Kurset overlapper 100 % med MRK 3480, men dette kurset er uten eksamen, laget for studenter på vgs som hospiterer ved BI.

Student workload
ActivityDurationComment
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)
Feedback activities and counselling
3 Hour(s)
Feedback from teaching assistant
Sum workload: 
200