MF-205 Consumer Behaviour (Høst 2020)

• 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.

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.