ELE 3767 Consumer Behaviour
In order to be successful, marketing managers need a good understanding of consumer behavior. Specifically, they need to be able to a) conceptualize why consumers behave as they do, b) generate valid customer insights, and c) apply these insights in their own decision-making.
This course is designed to provide you with the necessary knowledge and skills. It will introduce you to basic consumer behaviour problems and perspectives and to the contexts in which they arise. It will help you develop your ability to structure and analyse such problems, and provide you with the appropriate tools and concepts for solving them.
The students will get to know important concepts, models, and tools in Consumer Behaviour. Examples include consumer research methods, consumer needs and motivation, decision-making, evaluative criteria, segmentation and targeting, consumer information processing, attitude formation and change, persuasion techniques, cultural influence, adoption of innovation, ethics.
The students will learn how to understand and predict consumer behaviour in different situations and using different theoretical perspectives. The goal is to enable them to a) conceptualize why consumers behave as they do, b) generate valid customer insights, and c) apply these insights in their own decision-making.
After taking this course, the students should be able to reflect on ethical issues related to consumer behaviour.
- Introduction to consumer behaviour
- Consumer research
- 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
- Ethical issues in consumer behaviour
The course objectives will be reached through a combination of a) lectures and b) students working on case assignments and presenting the case solutions in class. Class attendance is expected. Typical group size for assignments 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.
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination when next scheduled course
|100||No||1 Semester(s)||Group/Individual (1 - 3)|
|Form of assessment:||Written submission|
|Grouping (size):||Group/Individual (1-3)|
|Resit:||Examination when next scheduled course|
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.