Nijmegen, Netherlands

Marketing and Consumer Behaviour - An Applied Learning Experience

when 10 August 2021 - 14 August 2021
language English
duration 1 week
credits 2 EC

Fundamental and Applied Knowledge
This course immerses you in innovative marketing applications where you experience first-hand how consumer preferences, needs and behaviors affect business outcomes and personal choices. We then examine consumer behavior from a theoretical perspective: what it is, why it matters, and dive into some core concepts through cases and hands-on applied tasks.

This course has two main objectives:

introduce you to classic theories and practice of consumer behaviour and the implications of the most current academic research in the field
enable you to apply consumer behaviour concepts to real world marketing problems and your own consumption behaviours
Practical and Critical Thinking Skills
Following marketing simulations, case studies, and small group applied learning there is ample room for discussion. You will work collectively on several learning challenges throughout the week, practising skills needed to apply consumer behaviour theories, including opportunities for reflection, problem solving, critical thinking, and creativity. A team of two experienced and enthusiastic lecturers who publish in the top journals in the field will inform you about recent scientific findings, explore the practice of consumer behaviour with you, and lead you through an applied learning experience.

A Global Perspective, including The Netherlands and Nijmegen
This course introduces consumption from a global perspective, including hands on studying of consumption behaviours in the Netherlands – allowing for discussion on how these constructs will differ across global consumers. We highly value having a diverse group of students so that we can discuss contextual differences and similarities, as students explore a new region of the world in Nijmegen, the Netherlands, and Europe.

Course Format and Preparation
As soon as students arrive, they should be prepared to take on the challenge of effectively managing a brand in an engaging marketing simulation, before diving in to lectures, cases, applied small group tasks, and discussions throughout the week. The module is accompanied by pre-course material which students are expected to download and prepare.

Please note that you need to bring a laptop computer with a web browser.

Course leader

Bonnie Simpson, Assistant Professor
Consumer Behaviour Management and Organizational Studies
Western University, Canada

Rhiannon MacDonnell Mesler, Assistant Professor
Marketing Dhillon School of Business
University of Lethbridge, Canada

Target group

• 1st Year Bachelor
• Advanced Bachelor
• Master

Suitable for undergraduate students studying business, consumption, marketing, or sociology, or those who have relevant work experience who feel they would benefit from gaining an understanding of psychological principles as they apply to consumption and like to learn through applied learning experiences.

Course aim

After this course you are able to:

1. Identify key terms, concepts, and theories of consumer behaviour
2. Evaluate principle theories to critically assess strengths, limitations, and appropriate applications
3. Apply consumer behaviour concepts to marketing problems and self-evaluation to better understand behaviours and strategies to influence behaviours
4. Be experienced in simulation and case-based learning strategies

Fee info

EUR 0: Fee and date will be announced in the fall. Registration opens December 1st 2020. The fee includes the registration fees, course materials, access to library and IT facilities, coffee/tea, lunch, and a number of social activities.

Register for this course
on course website