MSB103 Consumer Behavior

Contents and structure

The course is designed to enable students to understand why people buy what they buy, and what influences their consumption. Consumption is so prevalent that we are often unaware of its importance in shaping our lives. This course adopts a social-psychological approach to consumer behaviour and, with case study examples from marketing practice and consumer research, explores the potentially complementary experience of the individual consumer, cultures of consumption and marketing activity.      

Topics covered 

• People as consumers: Emergence and development of Consumer society and culture 
• Consumer decision making: models from 20th Century. 
• Consuming products, services, experiences. 
• Culture, Perception, Personality and the Extended Self. 
• Learning, memory and cognition. 
• Motivation, attitudes. 
• Familial, social and developmental influences. 
• The influence of small groups and subcultural consumption. 
• The influence of social class, Lifestyles. 
• Green consumers
• Market segmentation - useable tool or modern fantasy? 
• Communication, persuasion and de-marketing. 
• Contemporary models of consumer behaviour. 
• Hedonic consumption, social media and the virtual self 
• Technology and consumer behavior

 

 

Learning Outcome

Knowledge 

Upon completion of the course, the student: 

• has advanced knowledge within marketing and specialized insight into consumption in society, processes of innovation adoption and related consumer behaviour.   
• can apply consumer theory to new areas within marketing and economics.  
• has thorough knowledge about factors influencing consumer behavior in different cases, contexts and settings. 
• can analyze marketing innovation problems on the basis of the history, traditions, distinctive character and place in society of consumer behaviour. 

  

Skills  

Upon completion of the course, the student: 

• can analyze and deal critically with various sources of consumer data and use them to structure and formulate scholarly arguments.  
• can analyze existing theories, methods and interpretations in the field and work independently on practical and theoretical problems.   
• has a solid understanding of the central importance of consumer behaviours to businesses, marketing professionals and market innovators. 
• can use relevant methods for research and scholarly development work in an independent manner.  
• can carry out an independent, limited research or development project under supervision and in accordance with applicable norms for research ethics in consumer behaviour. 

  

General Competence  

Upon completion of the course, the student will be able to: 

• apply current thinking in consumer behavior. 
• advise and consult on the implications of marketing tactics in a given consumer studies context. 
• analyze relevant academic, professional and research ethical problems  
• communicate extensive independent work and master language and terminology of the consumer research field. 
• communicate about academic issues, analyses and conclusions in the field, both with specialists and the general public. 
• contribute to new thinking and innovation processes in Critical Consumer Theory and Consumer Behaviour. 

Entry requirements

Admission to Master`s Programme in Business

Recommended previous knowledge

The students should have basic knowledge of marketing, evidenced by passing a marketing introduction course in their bachelor progam. 

Teaching methods

The teaching format of the course is a combination of lectures, problem solving, discussions of articles and cases, in-class exercises and writing of term papers. Students are expected to participate in Individual and team presentations of course literature, discussion on case studies and seminars. 

Assessment

Exam  in two parts: 

1. One group report (40 %) 
2. Written examination, 4 hours (60 %). 

The Group report should  be delivered one month ahead of the written exam date at latest. Students must achieve a pass grade in all parts.  

Grading scale is A-F where F is fail. 

Examination support material

Goup report - All written and printed materials allowed 

Written exam - None

More about examination support material