MCB-12306 Consumer Behaviour & Marketing Management


Studiepunten 6.00

Individual Paper0
Group work3
Independent study0
Course coordinator(s)dr. J Nawijn (BUas)
dr. YK van Dam
Lecturer(s)dr. J Nawijn (BUas)
dr. P de Rooij (BUas)
dr. YK van Dam
dr. N Sharda
Examiner(s)dr. YK van Dam

Language of instruction:



Note: This course is part of the BSc Tourism, a joint degree programme of Wageningen University and Breda University of Applied Sciences. This course is open to students from other programmes. The course is not delivered at Wageningen University, however, but at Breda University of Applied Sciences. You can register for the course by contacting the course coordinator before the start of the course. The schedule for the academic year at Breda University of Applied Sciences differs from the schedule of Wageningen University. The periods mentioned are the periods of Wageningen University.

In this course the tourism destination is viewed as a profit based complex organization of interacting enterprises. The interactions among the enterprises, the interactions between the complex and the environment and the interactions between the complex / the enterprises and the customers are described from the viewpoint of creating added value to the destination in order to create valuable experiences for the tourist.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- apply key concepts of (services) marketing to tourism and leisure services;
- apply key concepts of consumer decision making to tourism and touristic destinations;
- use data from various sources to plan improvement of the destination value;
- interpret touristic issues from a strategic marketing orientation;
- apply principles of customer segments/typologies to tourism and leisure;
- explain trends in tourism and tourism environment;
- apply the concept added value in tourism destinations and leisure organisations;
- interpret the tension between cooperation and competition among various actors in tourism and leisure complexes;
- appraise the macro environmental influences on marketing and consumption of tourism;

- create a poster presentation that complies with academic standards.


- lectures;
- tutorials.


The course is assessed by written open questions exam and by a group paper and poster presentations based on a mandatory assignment.
Both the score for the written exam and the score for the group paper and posters must be at least 5.50 in order to pass the course.
Both the score for the written exam and the score for the group paper and posters contribute 50% to the final grade.


To be determined.
Reader with selected research publications.

Verplicht voor: BTOTourism (joint degree)BSc5WD+6WD