MCB-30306 Consumer Behaviour: Concepts and Research Methods

Course

Credits 6.00

Language of instruction:

English

Assumed knowledge on:

MCB-20806; MCB-20306; MAT-22306, YSS-20306

Continuation courses:

Sensory Perception & Preference; Innovations in Marketing Decision Making, 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 completion of the course the student is expected to be able to:
- demonstrate deepened insight in some fundamental consumer processes;
- apply research methods and techniques and interpret the results thereoff;
- select adequate research methods and techniques - given a CB problem, a research question and available data;
- use theories and models on consumer behaviour in the development of products and consumer oriented chains;
- demonstrate an 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:

Selected articles.