Course - Consumer Behaviour - MRK3015
MRK3015 - Consumer Behaviour
About
Examination arrangement
Examination arrangement: Assignment and written examination
Grade: Letter grades
| Evaluation | Weighting | Duration | Grade deviation | Examination aids |
|---|---|---|---|---|
| School exam | 40/100 | 4 hours | E | |
| Assignment | 60/100 |
Course content
Course content
- Consumer needs and motivations
- Decision making and product choice
- Personality and perception
- Consumer learning
- Attitudes and attitude change
- Communication and Consumer Behavior
- Reference Groups and Family Influences
- Social Class and Consumer Behavior
- The Influence of Culture and Subculture on Consumer Behavior
- Adoption and the diffusion of innovations
Learning outcome
Knowledge
After finishing the course students should be able to explain the most central concepts within the field of consumer behavior, and have a basic understanding of consumer research as an academic discipline. Moreover, the students should be able to understand the complexity of the consumer decision-making process, and the variables that influence the consumer in different choice situations.
Skills
By the end of the semester, students should be able to apply different theories and models to explain and understand the processes that drive consumers towards choosing one product over another, in addition to the processes that evolves post-purchase and influence future purchasing behavior. It is also reasonable to require that students gain an understanding of different moral and ethical dilemmas that can surface when marketers are directing their activities towards consumer markets, and how knowledge on how consumers think, feel and behave be helpful in such instances.
General competence
When finishing the course, students should be able to ask critical questions to, and elaborate on, central premises and assumptions that the field of consumer behavior is based on.
Learning methods and activities
The course will be taught in modules, and will be a combination of lectures, group work, case discussions, and student presentations.
Further on evaluation
Students who want to improve their grade in a course based on several assessments, may re-take the individual component assessment. For an new assessment in connection with a failing grade, the Faculty of Economics and Management has supplementary regulations.
Specific conditions
Admission to a programme of study is required:
Business Administration (BØA)
Economics and Business Administration (MSIVØK5)
Miscellaneous Courses - Faculty of Economics and Management (EMNE/ØK)
Recommended previous knowledge
Intro course in marketing
Course materials
Schiffman, Leon G., Leslie Lazar Kanuk og Håvard Hansen (2012 or newer). Consumer Behavior: A European Outlook, 2. Edition, London, UK.: Prentice-Hall
Credit reductions
| Course code | Reduction | From | To |
|---|---|---|---|
| MA242 | 6.0 | SPRING 2005 |
No
Version: A
Credits:
7.5 SP
Study level: Third-year courses, level III
Term no.: 1
Teaching semester: AUTUMN 2024
Language of instruction: English
Location: Trondheim
- Economics and Administration
Examination
Examination arrangement: Assignment and written examination
- Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
-
Autumn
ORD
Assignment
60/100
Release
2024-11-15Submission
2024-11-22
08:00
INSPERA
12:00 -
Room Building Number of candidates - Autumn ORD School exam 40/100 E 2024-12-04 15:00 INSPERA
-
Room Building Number of candidates SL310 blå sone Sluppenvegen 14 18 SL310 lilla sone Sluppenvegen 14 16 SL310 hvit sone Sluppenvegen 14 46 - Summer UTS School exam 40/100 E INSPERA
-
Room Building Number of candidates
- * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.
For more information regarding registration for examination and examination procedures, see "Innsida - Exams"