ØAM111 Marketing Management II - Consumer Behaviour

Contents and structure

Students are introduced to the main concepts of consumer behaviour; focus is in psychological, social, and cultural factors. The consumer decision-making process is discussed in detail and related to the organizational decision-making process. The ability to convey a message in a professional way in writing and through oral presentation is a vital skill and fostered throughout the course.

Learning Outcome

Learning outcomes

On completion of this course student will know about:

• The typical consumer decision-making process
• Various psychological mechanisms that may explain/interpret consumer behaviour
• Factors that influence consumers
• Conductiong quantitative and qualitative consumer surveys

On completion of this course students will be ablo to

• Apply various consumer theories to the process of segmenting a market, developing and changing products and services, creating messages in ads etc.

On completion of this course students will be able to:

• Master critical thinking in the practical task of marketing products and services.

Recommended previous knowledge

Marketing Management I (ØAO002).

Teaching methods

Lectures, cases and challenges.

Compulsory learning activities

Two submissions must be approved before taking the exam.

Approved submissions are valid the examination semester and 3 following semesters.

Assessment

Written examination, 4 hours. The examination may be digital.

Time and place for the examination will be announced at Studentweb.

Grading scale is A-F where F is fail.

Examination support material

One simple standard HiB approved calculator.

More about examination support material

Course reductions

• ØAM102 - Markedsføring II - Reduction: 5 studypoints