Consumer Buyer Behaviour (5 cr)

Objective

The aim of this course is to develop the ability of understanding the different factors involved in the buying decision, and provide the up-to-date marketing techniques used to deal with these factors, in order to stimulate and direct consumers towards a desired buying decision.
Also in particular to provide students with a broader understanding of consumer buyer behavior and promotional communication in global markets.

Content

Consumer behaviour concepts
Components of behaviour
Consumers as individuals (perception, motivation, values, lifestyle etc)
Consumers as decision-makers and their social groups
Cultures and subcultures affecting buyer behaviour

Teaching methods

Independent e-learning

Assessment criteria, satisfactory (1)

Students are able to name, understand and partially use the central content and basic concepts of consumer buyer behaviour. The case solving as a whole is merely at the descriptive stage and lacks substance.
Knowledge and competence is partially applied.

Assessment criteria, good (3)

Students are able to describe and explain the central content and basic concepts of consumer buyer behavior and can apply and use such concepts consistently and logically in their cases and assignments.
They solve the given cases and can consistently justify their suggestions.

Assessment criteria, excellent (5)

The students use, compare and apply the central content, elements and concepts acquired from consumer buyer behavior. The use of these concepts and terminology in their cases and assignment documentation is varied, based on expertise and well justified.

Assessment criteria, approved/failed

To be announced.