Consumer Behaviour

  • Duration: One semester
  • Spring semester, Exchange student
  • ECTS 7,5 ECTS
  • Application period Application period:

About the course

The purpose of the course is to introduce students to theoretical insights and practical tools in the field of management communication. Communication is crucial for managers and leaders who daily face challenges in communicating decisions, informing, motivating and inspiring employees and peers, as well as facilitating successful organizational development and change. The course adopts a micro perspective focusing on the interpersonal interaction, and aims at enhancing management communication skills for efficient and interpersonal and group communication.

Knowledge: On completion of the course the student is to:

  • have knowledge about different theories and models in the field of consumer behaviour
  • have an understanding of the decision situations in which a consumer may find himself/herself
  • have knowledge of which decision process lies behind selecting and buying goods and services
  • have an understanding of conditions concerning demands for products and services and how these are used

Skills: On completion of the course the student is to: 

  • be able to connect different theories and models in order to understand the processes leading to the consumer’s selection of a product or service
  • be able to pose critical questions to and reflect on central conditions and assumptions in consumer behaviour  

Contents: 

  • Consumer surveys
  • Segmentation and target group thinking
  • The consumer’s decision-making process and selection models
  • The consumer as an individual, with needs, personality, perception
  • How the consumer learns and applies knowledge
  • Attitude formation and strategies for changing attitudes
  • The consumer in his/her social context among friends, family, culture and social class
  • The consumer and social media

Organisation and teaching methods: Lectures with group work, case work and exercises
Prerequisites: 3MAR100 Marketing Management or similar
Course requirements that must be approved before being eligible to sit the examination: None
Assessment methods: Individual semester assignment 
Academic responsibility: Faculty of Business Administration

More information

Price

No tuition, but semester fee is required