MCB-31306 Creating Frameworks for Marketing and Consumer Behaviour


Credits 6.00

Teaching methodContact hours
Individual Paper1
Group work5
Independent study0
Course coordinator(s)dr. PTM Ingenbleek
Lecturer(s)dr. IA van der Lans
dr. N Sharda
prof. dr. ir. JCM van Trijp
Examiner(s)dr. PTM Ingenbleek

Language of instruction:


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 YSS-32306 Technology, Innovation and Strategy, ORL-30306 Decision Science 2).

Continuation courses:

MSc Thesis Marketing & Consumer Behaviour.


Managers and policy-makers dealing with uncertain market situations continuously face decisions of which the outcomes are uncertain. As collecting all information required to make an optimal decision is most of the times not possible, an understanding of the situation in terms of what the drivers are of the desired outcomes, why such drivers influence these outcomes and whether or not they will do so under all conditions, makes an important difference. In other words: conceptual thinking creates better decision-makers. The course creating frameworks for marketing and consumer behavior shows how marketing and consumer behavior specialists can find conceptual solutions to real-world problems. The course will help students to find the right approaches and logic when they should deal with their 'own' decisions in thesis research, internships and in the responsible positions they may hold later in their careers. Central to this course is a group assignment in which you make your own theoretical framework to solve a real world problem is central in this course. The assignment requires intensive literature research and of course creativity to select and connect the different parts in a meaningful way! To help you acquiring the skills to do so, we offer several weblectures, reading assignments of scientific papers and cases and interactive tutorials. You will also have a chance to learn from others through presentations and peer feedback.

Learning outcomes:

After successful completion of this course students are expected, for a “real-world problem” in the domain to marketing and consumer behaviour, to be able to:
- translate the real-world problem into terms of generic scientific research questions;
- evaluate the usefulness of theories in marketing and consumer behaviour to solve that problem (including their potential complementarity and rivalry);
- create a conceptual framework by integrating ideas from selected theories;
- derive implications from that framework, and
- report the framework in a theoretically persuasive manner, and to
- collaborate in a group and with an appointed supervisor in a proactive, independent and collaborative way.


During this course you will:
- search for scientific literature and create a conceptual framework based on that literature;
- attend and prepare lectures, discussion lectures, tutorials and meetings with advisers;
- organize your own group work;
- provide and receive peer feedback on concept reports for/from other groups;
- tap the brains of your potential MCB-thesis advisers;
- prepare a presentation about your framework;
- complete assignments related to discussion lectures and tutorials.


- individual examination (assignments) (30% of final grade);
- mark on the content, process and presentation of the group assignment (70% of final grade).
Both parts should be completed with at least a 5.5


Selected papers and cases.
Papers identified through literature review for group work .

Restricted Optional for: MMEManagement, Economics and Consumer StudiesMScD: Management in Life Sciences6AF
MMEManagement, Economics and Consumer StudiesMScB: Consumer Studies6AF
MMEManagement, Economics and Consumer StudiesMScA: Business Studies6AF
MOAOrganic AgricultureMScB: Sustainable Food Systems6AF