MCB-30306 Consumer Behaviour

Course

Credits 6.00

Language of instruction:

English

Assumed knowledge on:

MCB-10404; Quantitative Research Methodology & Statistics

Expected knowledge on:

MCB-10304; YSS20304

Continuation courses:

Sensory Perception & Preference; Innovations in Marketing Decision Making, Thesis

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.

Aims:

- deepened insight in some fundamental consumer processes;
- understanding of research methodologies and techniques;
- aptitude in the selection of adequate methods - given a CB problem, a research question and available data;
- understanding of the use of theories and models in the development of products and consumer oriented chains;
- understanding of the dynamics between consumer behaviour and marketing management.

Activities:

- following Lectures & studying literature;
- group work to apply the knowledge in data analysis.

Examination:

Written examination and assessment of group work.

Literature:

Reader.