ØAM111 Marketing Management II - Consumer Behaviour

Contents and structure

Students are introduced to the main concepts of consumer behaviour. The course focuses on psychological, social, and cultural factors as drivers of consumer behaviour. The consumer decision-making process is discussed in detail. The ability to convey a message in a professional way is emphasized as well as the application of theories to practical issues that marketers work with in the field.

Learning Outcome

Learning outcomes

Knowledge

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

Skills

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.

General competence

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 (BØA116) or similar course

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, 5 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

All calculators are allowed, with the following exceptions/limitations

- the calculator can not communicate

- the calculator can not handle symbolic mathematical expressions

- the calculator will not be connected to electricity

- the calculator can not make noise in the exam facilities

More about examination support material

Course reductions

• ØAM102 - Markedsføring II - Reduction: 5 studypoints