INTERNATIONAL CONSUMER BEHAVIOR & MARKETING COMMUNICATION

Ansvarlig avdeling: AVDELING FOR NÆRINGS- OG SOSIALFAG
Studieområde: ØKONOMI OG ADMINISTRASJON
ECTS Credits: 10
Code: IMA20_04
Approved: DK-07, SK-07

Purpose
Central in all marketing is that the value creation is based on knowledge about customers and about external conditions which influence the customer's demands for a product. This presupposes insight and an understanding of the customer’s attitudes, motives, information search, judgement, and decisions related to purchase of goods and services.
The aim of the course The aim of the course is to give the students an introduction to how the customer thinks, evaluates, and make decisions related to the purchase of different products. Based on knowledge about the consumer, the course aims at giving the students an understanding of the relations between the consumer’s motives, attitudes, and behavior, and the marketing measures a business can implement in order to influence the demand for their own products.
The course shall also give special knowledge of and skill in communication with customers and other stakeholders in different countries. Emphasis is put on understanding the marketing communication tools, how they work, and how they should be adapted to the social context. The culture of the target country is focused, but also familiarity with central characteristics of customers, distribution networks, and other partners, in other to develop dialogue, relations and sales.

Prerequisites
None, basic course in marketing is desirable.

Contents
Basic models for marketing communication.
Strategic use of different tools for marketing communication:

Advertising and sponsorship
Sales promotions
Personal selling
Public relations
Direct and interactive marketing

The culture concept and cultural communication differences.
Cultural influences on advertising and impersonal tools.
Cultural influences on personal and relational communication.

A model for consumer decision making.
Segmentation.
Needs and motives.
Perception, learning and attitudes.
Reference groups.
The diffusion- and Adoption process.

Teaching language
English.

Design
Lectures, with meetings/discussion forums.

Form
Lectures, discussions, case-work, student self-study of literature, use of course web-site.

Formative evaluation
Obligatory group case term paper.

Summative evaluation

Group case term paper, counts 40%
Individual written 6 hour exam, counts 60%
Final grade will be composed of grades from both paper and exam

Marks
A-F. A is the best mark, E the lowest mark for a pass. F is fail.

Literature

Fill (2005): Marketing Communications
Schiffman & Kanuk (2004): Consumer Behavior

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Oppdatert av Nils Petter Rognstad 13.11.2007