Courses Bachelor Display 2017-2018

Course Description To PDF
Course title Consumer Behaviour
Course code EBC2041
ECTS credits 6,5
Assessement None
Period
Period Start End Mon Tue Wed Thu Fri
4 5-2-2018 6-4-2018 X X
Level Intermediate
Coordinator Kelly Geyskens
For more information: k.geyskens@maastrichtuniversity.nl
Language of instruction English
Goals
Consumer Behaviour aims at providing students with a better understanding of basic consumer buying behaviour in order to be able to describe, explain, and predict how consumers will behave under various marketing conditions and actions.
Description
Consumers and their needs are at the core of marketing. The past decades have witnessed a shift from a mere sales- and product-oriented approach (whereby marketing was a matter of pushing already existing product lines and creating awareness for those products) to a consumer-oriented approach (whereby products fit identified needs of well-delineated consumer segments, i.e. products need to be “positioned”). In order to be able to anticipate today’s rapid changes in consumers’ motives and needs, a decent understanding of the underlying mechanisms is a sine qua non. The objective of this course is to introduce the student to the principles of consumer behaviour. We start from formal theories and concepts and discuss their usefulness in developing effective marketing strategies. Most sessions will be organised around the consumer’s purchase decision process, consisting of Need Arousal, Information Search and Processing, Brand Evaluation and Attitude Development, Purchase, Consumption and Postpurchase Evaluation. Other sessions address specific consumer-specific or environmental variables that affect this decision process.
Literature
Consumer behavior textbook. Academic articles.
Prerequisites
Teaching methods Presentation / Lecture / Assignment / Groupwork
Assessment methods Final Paper / Participation / Written Exam
Evaluation in previous academic year For the complete evaluation of this course please click "here"
This course belongs to the following programmes / specialisations
Bachelor Economics and Business Economics Specialisation Economics and Management of Information Free Electives
Bachelor International Business Business Electives
Bachelor International Business Major Marketing
Bachelor Economics and Business Economics Specialisation Economics IBE Electives
Bachelor Economics and Business Economics Specialisation Emerging Markets Business Electives
Bachelor Economics and Business Economics Specialisation Emerging Markets Major Marketing
Bachelor Economics and Business Economics Specialisation International Business Economics Business Electives
Bachelor Economics and Business Economics Specialisation International Business Economics Major Marketing
Bachelor International Business Specialisation Emerging Markets Major Marketing
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