MCB-31306 Selected Themes in Marketing and Consumer Behaviour

Course

Credits 6.00

Teaching methodContact hours
Individual Paper1
Lecture8
Tutorial7
Group work5
Independent study
Course coordinator(s)dr. PTM Ingenbleek
Lecturer(s)dr. ir. ARH Fischer
dr. PTM Ingenbleek
Examiner(s)dr. PTM Ingenbleek

Language of instruction:

English

Assumed knowledge on:

Statistics (MAT-22306 Quantitative Research Methodology and Statistics or YSS-20306 Quantitative and Qualitative Research Techniques in the Social Sciences) and two specialization courses Consumer Behaviour (MCB-30306 Consumer Behaviour: Concepts and Research Methods and MCB-30806 Sensory Perception and Consumer Preference) or two specialization courses Marketing (T-21306 Advanced Management and Marketing, and one of MST-30306 Technology, Innovation and Strategy, ORL-30306 Decision Science 2).

Continuation courses:

MSc Thesis Marketing & Consumer Behaviour.

Contents:

Selected themes in Marketing and Consumer Behaviour shows how a marketing and consumer behaviour specialist can find conceptual solutions to an applied or scientific problem in marketing and/or consumer behaviour based on the current themes in the scientific literature.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- select and appraise the scientific literature on marketing and consumer behaviour in relation to practical problems;
- critically interpret and analyse scientific articles in leading marketing and consumer behaviour literature;
- form a conceptual solution to a marketing and consumer problem based on themes identified in the scientific literature;
- participate in scientific discussions with respect to marketing and consumer behaviour;
- write a research proposal (at the level of an MSc thesis) based on a literature review, integrating marketing and consumer behaviour themes.

Activities:

- following lectures & studying literature;
- group work to write and present a conceptual solution to a marketing or consumer behaviour problem based on the literature.

Examination:

- individual examination (half term) on the prescribed literature.
- group mark on both the content and the presentation of the literature study proposal and the research design.

Literature:

Selected papers and handouts from lectures (for exam).
Papers identified through literature review for group work .

ProgrammePhaseSpecializationPeriod
Restricted Optional for: MMEManagement, Economics and Consumer StudiesMScA: Management Studies6AF
MMEManagement, Economics and Consumer StudiesMScB: Consumer Studies6AF
MMEManagement, Economics and Consumer StudiesMScD: Management, Innovation and Life Sciences6AF
MOAOrganic AgricultureMScB: Consumer and Market6AF