Business Administration Ma, Consumer Behavior, 7,5 Credits

Aim

The aim of this course is to give students increased knowledge and understanding of consumer behavior in a variety of contexts as well as its implications for marketing strategies and tactics.

Course objectives

After the course the student should:
• have a general knowledge on the central theories and models in consumer behavior.
• be able to use concepts and methods within the area to analyze a variety of consumers as well as purchasing and consumption situations.
• be able to identify the implications of different consumers, purchasing and consumption situations on the marketing of businesses and organizations.

Content

This course comprises both the macro and the micro level of consumer behavior (i.e. the psychological as well as the sociological perspective). The starting point is that consumer behavior influences both our theoretical understanding as well as the practical implementation of marketing. The following are examples of questions which will be included in the course: why do we buy; how do we search for information and make purchase decisions; how does cultural and other social aspects influence consumers; and ethical issues as well as negative aspects of the consumption society of today will be discussed. The course also covers the effects of different dimensions of consumer behavior on marketing strategies.

Entry requirements

Degree of Bachelor with 90 Credits in Business Administration or corresponding education.

Selection rules and procedures

The selection process is in accordance with the Higher Education Ordinance and the local order of admission.

Examination form

4000: Individual written exam, 4.5 Credits
Grade scale: Seven-grade scale, A, B, C, D, E, Fx and F. Fx and F represent fail levels.

4001: Written assignment 1 (including seminar attendance), 1 Credits
Grade scale: Fail (U) or Pass (G)

4002: Written assignment 2 (including seminar attendance), 2 Credits
Grade scale: Seven-grade scale, A, B, C, D, E, Fx and F. Fx and F represent fail levels.

4003: Business element, Practical application
Grade scale: Fail (U) or Pass (G)

The examination is made through written test and course papers.

If the student has a decision from the coordinator at the Mid Sweden University on pedagogical support in case of disability, the examiner has the right to provide a suitable examination for the student.

For grading criteria see www.miun.se/betygskriterier.

Grading system

Seven-grade scale, A, B, C, D, E, Fx and F. Fx and F represent fail levels.

Other information

The course is part of the Master Programme in Marketing and Management, 60 Credits. (SFMMA)