Visa svensk kursplan
Marketing and Consumer Behaviour, 7,5 ECTS Credits
COURSE CATEGORY   Single Subject Course
MAIN FIELD OF STUDY   Business administration - FÖA
SUBJECT AREA   Business – FE1
  COURSE CODE   723G61
After completion of the course the student should be able to:
– 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
At the introduction of the course the historical development of different
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
– 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.
The course is organized through a combination of lectures, seminars and
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.
The course will be examined through teamwork assignment, and individual
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 graded according to the ECTS grading scale A-F
Course certificate is issued by the Faculty Board on request. The Department provides a special form which should be submitted to the Student Affairs Division.
The course literature is decided upon by the department in question.
Planning and implementation of a course must take its starting point in the wording of the syllabus. The course evaluation included in each course must therefore take up the question how well the course agrees with the syllabus.

The course is carried out in such a way that both men´s and women´s experience and knowledge is made visible and developed.
Marketing and Consumer Behaviour
Marketing and Consumer Behaviour
Department responsible
for the course or equivalent:
IEI - Department of Management and Engineering
Registrar No: 2015-00115   Course Code: 723G61      
    Exam codes: see Local Computer System      
Subject/Subject Area : Business administration - FÖA          
Level   Education level     Subject Area Code   Field of Education  
G2X   Basic level       SA  
The syllabus was approved by the Board of Faculty of Arts and Science 2015-12-04