The course Principles of Consumer Behaviour has three main objectives:
First, the major theoretical approaches to consumer behaviour will be presented during the course. By doing so students will develop a better understanding of consumer behaviour related concepts such as need recognition, attitude formation, learning, and decision-making, which will enable them to analyze, interpret, comprehend, and more effectively describe, explain, predict, and influence consumer behaviour in concrete marketing settings.
Second, the course provides a solid, research-based foundation for critical thinking on the many aspects of consumer behaviour. By studying, reflecting on, criticizing, and presenting academic research papers students will deepen their conceptual understanding of consumer behaviour-related issues to be applied when conducting research in consumer behaviour themselves (e.g. when developing a marketing strategy and writing their Master thesis).
Third, the course will show students how the consumer behaviour concepts and models can be used to design and maintain effective marketing strategies. Based on illustrative practical examples, students will reflect on and apply the theoretical approaches to practice, and develop a sense of practical relevance and feasibility of theoretical consumer behaviour insights in concrete marketing settings.
Understanding consumers’ needs, creating value, and retaining customers is at the heart of any definition of marketing. This will be the key to building and maintaining profitable relationships with all relevant stakeholders. The primary focus in this course will be on consumers.
Questions that will be addressed within the Consumer Behaviour course are: why do consumers buy what they buy; why do they purchase things they (don’t) need; that are perhaps too expensive and/or sometimes even unhealthy? How do consumers attain knowledge and how do they evaluate products and services? How can consumers be satisfied? What is the impact of the environment? How can marketers influence consumer behavior? And how can consumers and marketers jointly serve societies best interest?
More specifically, consumer motivations, personality, perception, learning, attitudes, decision making and behaviour, and the environment of consumers will be addressed in this course which is paramount to building effective and responsible marketing strategies.
|The final grade for the Principles of Consumer Behavior course will be calculated in the following way:
a. Workgroup presentations (about the articles): 20% (subgroup-level grade);
b. The ‘Dragon’s Den’ project (written report and elevator pitch): 30% (subgroup-level grade);
c. The written exam 50% (individual grade - minimum grade of 5.5).
If students pass for group projects a and b, but fail the written exam (and thus fail for this course); their attendance obligation is lifted in the next academic year and they don't have to retake part a and b. The final grade for these students is the grade of the written exam (100%).|
|Vanwege de ontwikkelingen rondom het coronavirus kan de cursusvorm worden aangepast.|