MCB-31306 Selected Themes in Marketing and Consumer Behaviour

Course

Credits 6.00

Language of instruction:

English

Assumed knowledge on:

Statistics (MAT-22306 or YSS-20306) and two specialisation courses Consumer behaviour (MCB-30306 and MCB-30806) or two specialisation courses Marketing (MST-21306, and one of MST-30306, MCB-52306 or ORL-30306).

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.
(Note: until 2009-2010 this course was named 'Innovations in marketing decision making')

Learning outcomes:

After completion of this course the student should be able to:
- understand and have working knowledge how marketing and consumer behaviour themes relate 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;
- to 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 .