|
Visa svensk kursplan |
|
COURSE CATEGORY Single Subject Course MAIN FIELD OF STUDY Business administration - FÖA SUBJECT AREA Business – FE1 |
COURSE CODE | 723G61 |
– describe some of the most common theoretical concepts, models and
theories in the subject field consumer behaviour
– relate contemporary consumer behaviour thinking – including
internetrelated issues – to the classic components in the subject field
– understand consumers on individual level
– understand social, cultural and other contextual aspects of the consumer
– reflect on the "stimuli-response model" from a critical point of view
– propose fruitful methods for collection of consumer information to support
marketing decisions
– propose marketing actions in the light of purchase process models
theoretical fields is presented and discussed. The course content, then, is
organized to include a selection of usable perspectives on marketing issues
and consumer behaviour. These perspectives are of three kinds:
The first is about the consumer and about consumer’s context. This kind of
perspectives include aspects such as consumers’
– needs, wants and desires
– motivation behind perceived needs, wants and desires
– economic ability
– personality, identity, and lifestyle
– attitudes and values
– memory
– culture, subculture and place contexts
– X factors affecting customers thinking and action
The second is about processes related to buyer behaviour as well as usage
of goods and services. This kind of perspective include aspects such as
consumers’
– information searching and attention
– evaluation of alternatives
– purchase decisions (regarding products, brands, buying channels)
– post purchase evaluation
The third kind is about the connection between marketing (from a
company’s point of view) to consumer behaviour including
– the stimuli-response model
– managing of word-of-mouth phenomena
– methods for collecting information about consumers
– the special issue of innovation promotion (adoption, rejection,diffusion).
A recurrent theme in this course is a try to understand why consumers
choose and buy certain products.
teamwork around a real-world case. Lectures provide perspectives on the
course content, and students should not expect repeating all content in the
course literature. Students may have to prepare tasks and assignments for
seminars and teamwork. Language of instruction is English.
written examination at the end of the course. Detailed information about the
examination can be found in the courses study guide.
Students failing an exam covering either the entire course or part of the course two times are entitled to have a new examiner appointed for the reexamination.
Students who have passed an examination may not retake it in order to improve their grades.
At least two years (120 ECTS credits) of undergraduate studies, of which a
minimum of 60 ECTS credits in Business Administration (or equivalent).
Documented knowledge of English equivalent to Engelska B/Engelska 6: internationally recognized test, e.g. TOEFL (minimum scores: Paper based 575 + TWE-score 4.5, and internet based 90+TWE-score 20), IELTS, academic (minimum score Overall band 6.5 and no band under 5.5), or equivalent.
Exemption from Swedish B.
The course is carried out in such a way that both men´s and women´s experience and knowledge is made visible and developed.
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||