Courses Master Display 2015-2016

Course Description To PDF
Course title Customer Analysis
Course code EBC4079
ECTS credits 6,5
Assessment Whole/Half Grades
Period Start End Mon Tue Wed Thu Fri
1 31-8-2015 23-10-2015 X X
4 1-2-2016 1-4-2016 X X
Level Advanced
Coordinator Caroline Goukens
For more information:
Language of instruction English
This course aims to provide advanced knowledge and understanding of customer behaviour. Customer analysis is the cornerstone of marketing in all its facets. Both when studying relationships, and studying value creation and delivery, the customer is the natural counterpart of the organisation. Therefore, the outcome of this course is full comprehension of state-of-the-art knowledge of customer behaviour and the ability to keep this knowledge up-to-date.
Article presentations will build your presentation skills.
The Customer Analysis course seeks to explore the fundamental issues of conducting scientific research in the area of customer behaviour. In addition, this course provides students with in-depth and advanced level insights in the (sometimes irrational) behaviour of customers. By the end of this course, you will understand how emotions, social norms, expectations and context can often lead us astray. Moreover, you will gain insight into how these irrationalities can affect your personal life, your business life, and the way you look at the world.
For the Consumer Behaviour part an advanced textbook and a series of academic articles will be used as a backbone. For the research part a statistics book will be used (cf. book that is used in Research for Marketing Decision Making)
All students who are admitted to the Master of Science in International Business can follow this course. Exchange students with a Bachelor degree in Business, or with another Bachelor degree including a minor in Marketing are also admitted.
This course assumes basic knowledge of consumer behaviour at an introductory marketing level.
An advanced level of English
Teaching methods (indicative; course manual is definitive) PBL / Presentation / Assignment / Groupwork
Assessment methods (indicative; course manual is definitive) Attendance / 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
Master Business Research Methodology Electives
Master Business Research Track OR Methodology Electives
Master Human Decision Science Electives
Master International Business Track Accountancy Electives
Master International Business Track Controlling Electives
Master International Business Track Entrepreneurship Electives
Master International Business Track Finance Electives
Master International Business Track Marketing-Finance Marketing-Finance
Master International Business Track Organisation Electives
Master International Business Track Strategic Marketing Strategic Marketing
Master International Business Track Strategy and Innovation Electives
Master International Business Track Sustainable Finance Electives
SBE Exchange Master Master Exchange Courses
SBE Non Degree Courses Master Courses