MF-205 Consumer Behaviour
- ECTS Credits:
- 7.5
- Responsible department:
- School of Business and Law
- Course Leader:
- Michal Krzyztof Krol
- Lecture Semester:
- Autumn
- Teaching language:
- English
- Duration:
- 1 term
The course is connected to the following study programs
- Bachelor's Programme in Marketing and Management
- Bachelor's Programme in Business Administration
Teaching language
EnglishRecommended prerequisites
MF-102 Marketing, or equivalent.
Course contents
The foremost objective of this course is to present an introduction to the field of consumer behaviour, and to illustrate the importance of understanding consumer behaviour for marketing managers, advertisers, policy makers, and the consumers themselves. The course will provide students with basic knowledge about the processes involved when individuals or groups select products or services.
The course examines a wide range of consumer behaviour concepts and students will gain theoretical and practical understanding of both internal (psychological) and external (social, cultural) factors that affect consumer behaviour. They will also learn how these factors are exploited by firms and policy makers with the help of modern information and communication technologies.
Throughout the course, cases from different industries will be used as illustrations. Students are expected to gain theoretical knowledge through the course content and to apply it to real-world case studies in exercises and discussions.
Learning outcomes
Upon successful completion of this course students will:
-
have a general knowledge about how individuals and groups select their preferred products and services
-
be able to describe the internal (psychological) and external (social) factors that affect consumer behaviour
-
understand the complexity of the consumer decision-making process
-
understand how knowledge of various aspects of consumer behaviour informs marketing strategies and, more generally, the actions of agents on the supply side of the market.
Examination requirements
Approved compulsory assignment(s). More info in Canvas at the start of the semester.
Teaching methods
Lectures, on-line homework and assignments. Estimated workload is about 200 hours.
Evaluation
The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.
Admission for external candidates
No
Assessment methods and criteria
3-hour individual written examination. Letter grades.
Reduction of Credits
This course’s contents overlap with the following courses. A reduction of credits will occur if one of these courses is taken in addition:
| Course | Reduction of Credits |
|---|---|
| MF-201 – Tourism and Consumer Behaviour | 7.5 |
| MF-204 – Tourism and Consumer Behaviour | 5 |