course-details-portlet

MRK3015

Consumer Behaviour

Choose study year
Credits 7.5
Level Third-year courses, level III
Course start Autumn 2024
Duration 1 semester
Language of instruction English
Location Trondheim
Examination arrangement Assignment and written examination

About

About the course

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)
Business Administration (BØAT)
Economics and Business Administration (MSIVØK5)
Miscellaneous Courses - Faculty of Economics and Management (EMNE/ØK)

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
MA242 6 sp Spring 2005
This course has academic overlap with the course in the table above. If you take overlapping courses, you will receive a credit reduction in the course where you have the lowest grade. If the grades are the same, the reduction will be applied to the course completed most recently.

Subject areas

  • Economics and Administration

Contact information

Course coordinator

Lecturers

Department with academic responsibility

NTNU Business School