This course is designed to provide you with the necessary knowledge and skills within consumer behaviour.
Why Consumer Behaviour?
In order to be successful, marketing managers need a good understanding of consumer behaviour. Specifically, they need to be able to conceptualize why consumers behave as they do, generate valid customer insights, and apply these insights in their own decision-making. This course is designed to provide you with the necessary knowledge and skills. It will introduce you to basic consumer behaviour problems and perspectives and to the contexts in which they arise. It will help you develop your ability to structure and analyse such problems, and provide you with the appropriate tools and concepts for solving them.
- Introduction to consumer behaviour
- Consumer research
- Segmentation and targeting
- The consumer as an individual with needs, personality, perceptions
- How consumers learn and apply knowledge
- Attitude development, and strategies for attitude change
- The consumer in a social context among friends, family, culture and social class
- The consumer's decision-making process and decision rules
- Diffusion and adoption of innovations
- Ethical issues in consumer behaviour
Prerequisites and admission requirements:
- Prerequisite knowledge: A basic course in marketing is required.
- Admission requirements: Higher education entrance qualification.
The course will be completed together with full-time students during the day.
The course ends with a term paper that can be solved individually or in groups of up to three students.