ØAM111 Marketing Management II - Consumer Behaviour
Course description for academic year 2017/2018
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