MCB-31306 Selected Themes in Marketing and Consumer Behaviour

Course

Credits 6.00

Language of instruction:

English

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

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.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- select and appraise the scientific literature on marketing and consumer behaviour in relation 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;
- 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 .