Gradu­ate Con­sumer Be­ha­viour

About

This course takes an in-depth look at the behaviors of consumers in a globalized world. Consumers are at the center of the business value creation and as such, an understanding of consumer thoughts, feelings, and actions is critical for business success. We will examine how and why consumers behave the way that they do. You will have the opportunity to learn about theories developed in marketing, psychology, sociology, and other behavioral sciences that explain consumer phenomena. Additionally, we will examine the implications of consumer behavior for marketing by illustrating how consumer affect, motivations, cognition, learning, decision making, group and cultural influences, etc. should be considered in developing effective marketing strategies. Each session will be anchored on contemporary trends. The course also aims at examining the implications of consumer behavior on each of us as individual consumers and the societal well-being.

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:

Assess the key academic literature in the field of consumer behaviour

Develop an understanding for theories developed in marketing, psychology, sociology, and other behavioral sciences that explain consumer phenomena

Evaluate the strategic and tactical implications associated with alternative consumer behaviour theories for marketers, individual consumers and the societal well-being

Question the value of traditional marketing practice and reflect on how the different approaches impact the marketing profession

Course leader

Johannes Hattula - Department of Marketing (Marketing)

Target group

This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals

Fee info