Business Administration Ma, Consumer Behavior, 7,5 Credits
Subject/Main field: Företagsekonomi
Cycle: Second cycle
Progressive specialization: A1N - Second cycle, has only first-cycle course/s as entry requirements
Answerable department: Department of Business, Economics and Law
Answerable faculty: Faculty of Human Sciences
Date of change: 11/10/2017
Version valid from: 1/1/2016
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.
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.
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.
Degree of Bachelor with 90 Credits in Business Administration or corresponding education.
Selection rules and procedures
The selectionprocess is in accordance with the Higher Education Ordinance and the local order of admission.
The teaching consists of lectures and seminars where the course material will be presented, analyzed, and discussed. Guest lectures may occur. Attending the seminars is compulsory. Teaching language is English.
The examination is made through written test and course papers.
For grading criteria see www.miun.se/betygskriterier.
The grades A, B, C, D, E, Fx and F are given on the course. On this scale the grades A through E represent pass levels, whereas Fx and F represent fail levels.
Author: Evans, M., Jamal A. and Foxall, G.
Title: Consumer Behaviour
Edition: 2009 (second edition)
Publisher: Wiley & Com
Scientific articles and other written texts will be added.
Vetenskapliga artiklar samt annat utdelat material tillkommer.
The course is part of the Master Programme in Marketing and Management, 60 Credits. (SFMMA)