Examination arrangement

Course content

CONSUMER BEHAVIOR:
Introduction to the basic concepts and models related to consumer behaviour (motives and needs, perception, learning, recognition of problems, decision behaviour, etc.) Attitudes and influences on attitude (culture, group dynamics, reference groups, family influence on attitude). Practical implications: Utilisations (e.g. research in product development processes, profile and attitude studies, analyses of competitors, market segmentation, quality, customer satisfaction and loyalty)
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BRANDING:
Basic model of branding model (awareness and image). - Selection of brand strategy, including: analysis, creation of meaning, positioning, image, values, relationships. - Different approaches to brand management. - Brand extensions. - Management of brands over time.

Learning outcome

KNOWLEDGE: - Provide basic knowledge about central concepts within consumer behaviour and economic psychology in marketing. - Able to explain the reason for and importance of branding for companies. - Describe central concepts within the field. - Account for brand management models and brand elements (name, logo, etc.). - Describe brand management over time. SKILLS: Use the models and approaches in developing consumer marketing strategy in an organization. - Describe problem areas related to branding. - Actively participate in discussions and decisions concerning branding in a given organization. GENERAL COMPETENCE: Relate consumer behaviour and branding to other fields covered within the bachelor study program. Relate consumer behaviour and branding to central business functions such as purchasing, production, distribution, sales and marketing. - Use insight from the course to develop a brand management strategy.

Learning methods and activities

Lectures, videos, cases and exercises.

Mandatory Assignment:
Mandatory assignment(s) will be specified at the beginning of the semester.

Mandatory attendance:
Some lectures require mandatory attendance. This will be announced well in advance.

Compulsory assignments

• Mandatory Assignment

Further on evaluation

Portfolio assessment failure implies a course retake. There will be no resit examination for the portfolio assessment.

Specific conditions

Recommended previous knowledge

- Introductory course in Marketing
- Organisation and management.
- Financial accounting and analysis.
- Methods in social sciences.
- Corporate strategy.

Course materials

Schiffman, Leon G.; Kanuk, Leslie Lazar and Hansen Håvard: Consumer Behaviour: A European Outlook, Pearson Education Limited (2012), ISBN: 978-0-273-73695-0

- AND -

Keller, Aperia and Georgson: Strategic Brand Management: A European Perspective, Financial Times/ Prentice Hall (2011), ISBN: 978-3-64 978-02737378722-19265-4

Articles (will be specified at the beginning of the semester and published in Blackboard)

Credit reductions