MCB-30306 Consumer Behaviour: Concepts and Research Methods

Course

Credits 6.00

Teaching methodContact hours
Lecture24
Tutorial10
Practical10
Independent study0
Course coordinator(s)dr. IA van der Lans
Lecturer(s)MSc ND Steenis
prof. dr. ir. JCM van Trijp
dr. IA van der Lans
dr. YK van Dam
EJ van Loo
Examiner(s)dr. IA van der Lans

Language of instruction:

English

Assumed knowledge on:

MCB-20806 Principles of Consumer Studies; MAT-22306 Quantitative Research Methodology and Statistics, or YSS-20306 Quantitative and Qualitative Research Techniques in the Social Sciences

Continuation courses:

MCB-32306 Applied Consumer Studies; MCB-30806 Sensory Perception & Preference; MCB-31306 Creating Frameworks for Marketing and Consumer Behaviour; YSS-81312 BSc thesis Consumer Studies; MCB-804xx. MSc Thesis Marketing & Consumer Behaviour

Contents:

This course builds the relation between consumer behaviour and marketing management, with a focus on product and distribution policy, and the design and development of new products in consumer-oriented chains, as well as on often-used research methodology for understanding consumer behaviour.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- explain, analyse, and critique theories and models about some fundamental consumer processes;
- explain and appraise the goal and characteristics of a number of research methods and data-analysis techniques that are often used for the analysis of consumer behaviour;
- apply these data-analysis techniques to actual data, in order to answer research questions;
- appraise theories and models on consumer behaviour and research methods from the perspective of marketing planning and strategies in consumer-oriented chains;
- explain the dynamics between consumer behaviour and marketing management;
- make an adequate selection from among a number of theories and research methods, given a consumer-behaviour-related marketing problem.

Activities:

- following lectures;
- studying and critically appraising literature;
- group work to apply the knowledge on the research methods.

Examination:

- written test with open questions (75%);
- assessment of group work (25%).
The written test needs a minimum mark of 5.0 to pass, while the joint mark should not be lower than 5.5.

Literature:

Selected articles.

ProgrammePhaseSpecializationPeriod
Compulsory for: BBCManagement and Consumer StudiesBScB: Consumer Studies4WD
Restricted Optional for: MMEManagement, Economics and Consumer StudiesMScA: Business Studies4WD
MMEManagement, Economics and Consumer StudiesMScB: Consumer Studies4WD
MOAOrganic AgricultureMScB: Sustainable Food Systems4WD