AM303006 Consumer behavior
Semester: Fall
Credits: 7.5 ECTS
Language of instruction: English.
Target Audience: Export Marketing students or students with similar background
Prerequisites:
Marketing
Industrial Psychology and Staff Management
Introduction to International Marketing
Methods in Social Sciences
Corporate Strategy
Aims:
-To provide basic knowledge about consumer behaviour and economic psychology in marketing.
-Students should get an insight into industrial marketing/relationship marketing.
Topics
- Introduction to the basic concepts and models related to consumer behaviour (motives and needs, perception, learning, recognition of problems, decision behaviour, etc.)
- Attitudes - attitudes and actions - attitude studies
- Social influence on attitude (culture, group dynamics, reference groups, family influence on attitude)
- Decision behaviour in organisations
Practical implications:
Utilisations (e.g. research in product development processes, profile and attitude studies, analyses of competitors, market segmentation, quality, customer satisfaction and loyalty)
Instruction
Lectures and exercises - all in English.
Mandatory Assignments
Compulsory, practical group paper. The students have to be present during the lectures. Group papers are to be handed in.
Evaluation
Individual written examination: 4 hours. Cases are to be handed in.
Grades
A - F, where the grade F represents Failure
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