Consumer behaviour (BRH350)
The course focus is on giving students a deeper understanding of the consumer. A successful marketing strategy must be based on knowledge about consumer behavior. For marketers, the key to successful development of marketing tactics is to understand how consumers think and feel (consumer psychology), how they make their decisions, and what are the main antecedents influencing consumers´ decisions.
Course description for study year 2023-2024
Course code
BRH350
Version
1
Credits (ECTS)
10
Semester tution start
Autumn
Number of semesters
1
Language of instruction
English
Content
NB! The course does not have teaching/assessment in the academic year 2023/24.
As part of the course we will be exploring the consumer as individuals, how the social and cultural setting influences the consumer and the consumers decision-making process. The course will build on the knowledge from marketing and offer the opportunity to get a deeper understanding of the role of consumer segmentations in marketing.
Learning outcome
Knowledge
After completing the course, students should
- · have a good understanding of most central concepts within the field of consumer behaviour.
- · have acquired an understanding of the field as an academic discipline.
- · Have an understanding of the complexity of the consumer's decision-making processes.
- · have knowledge of the variables that affect the consumer in different choice situations
Skills:
After completing the course, students should be able to
- · apply different theories and models to explain and understand processes that make the consumer choose one product over another, and processes that arise after the purchase, and which influence future buying behavior.
- · apply the knowledge gained about the consumer to solve marketing challenges.
General competence:
After completing the course, students should be able to
- understand and elaborate on key premises and assumptions on which the subject area consumer behaviour is based.