MCB-31306 Creating Frameworks for Marketing and Consumer Behaviour


Studiepunten 6.00

Individual Paper1
Group work5
Independent study0
Course coordinator(s)dr. PTM Ingenbleek
Lecturer(s)dr. IA van der Lans
dr. PTM Ingenbleek
dr. N Sharda
prof. dr. ir. JCM van Trijp
Examiner(s)dr. PTM Ingenbleek

Language of instruction:


Assumed knowledge on:

A research course: MAT-22306 Quantitative Research Methodology and Statistics or YSS-20306 Quantitative and Qualitative Research Techniques in the Social Sciences and two specialization courses from the following list: MCB-30306 Consumer Behaviour: Concepts and Research Methods, MCB-30806 Sensory Perception and Consumer Preference, BMO-21306 Advanced Management and Marketing, YSS-32306 Technology, Innovation and Strategy, ORL-30306 Decision Science 2.

Continuation courses:

MSc Thesis Marketing & Consumer Behaviour.


The course creating frameworks for marketing and consumer behavior shows how marketing and consumer behavior specialists can find conceptual solutions to market-based business and social problems. Central to this course is a group assignment that you carry out in a team of four students, in which you make your own theoretical framework to a problem of your own choice. The assignment requires you to intensively search for relevant high-level literature, to be creative in integrating the the ideas, and to be persistent when you are challenged to think deeper about the subject. The result is a cogent and well throught-through report that unfolds your own unique ideas and explains how they help to solve the problem. The course will help you to find the right approaches when you deal with important decisions during internships and in the positions that you may hold during your career. Most of all, the course is the perfect preparation to learn how to create a theoretical framework for a thesis in marketing and consumer behaviour.

Learning outcomes:

After successful completion of this course students are expected, for a market-based business or social problem, to be able to:
- translate the problem into generic scientific research questions;
- evaluate the usefulness of theories to solve that problem (including their potential complementarity and rivalry);
- create a conceptual framework by integrating ideas from selected theories;
- derive implications from that framework, and
- report the framework in a theoretically persuasive manner, and to
- act in and with your group in a proactive, independent and collaborative way.


At the start of the course you will form a team of four students. With these people you will go through the journey of the group assignment, which involves searching for literature, discussing the theories with your group members, brain-storming on how they could fit together, and attending meetings with your group adviser. In the first weeks of the course we offer knowledge clips, reading assignments of scientific papers and cases, and interactive lectures to prepare you for the assignment. You will also meet the MCB thesis advisers and have a chance to ask them for helpful suggestions for your assignment and to look ahead to possible thesis topics that you could work on after the course. Throughout the course, we will organize interactive tutorials in which your group participates together with several others. You will have a chance to learn from them through discussions, presentations and peer feedback. The course will finish with a final presentation of the framework that you created.


- individual examination (assignments during the course and participation) (30% of final grade);
- mark on the content, process and presentation of the group assignment (70% of final grade).
Both parts should be completed with at least a 5.5


Selected papers and cases.
Papers identified through literature review for group work .

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