Example: quiz answers

TEACHING PLAN FOR CONSUMER BEHAVIOUR

TEACHING plan FOR CONSUMER BEHAVIOUR 1. Basic description Name of the course: CONSUMER BEHAVIOUR Area: Marketing Market Research Profile: Marketing Academic year: 2011-2012 Year: 3rd Term: 2nd Degree / Course: Bachelor s Degree in International Business and Marketing Code: 43208 Number of credits: 4 Total number of hours committed: 100 TEACHING language: English Lecturer: Gert Cornelissen Timetable: Mondays from 13:15 untill 15:30 Friday (seminars) 1A from 11:05 until 12:00 1B from 10:05 until 11:00 2. Presentation of the course Contemporary approaches to business emphasize the importance of adopting a customer focus. Marketing, in particular, begins and ends with the CONSUMER from determining CONSUMER needs to ensuring customer satisfaction. The primary goal of this course is to enhance your understanding of CONSUMER behavior .

TEACHING PLAN FOR . CONSUMER BEHAVIOUR . 1. Basic description . Name of the course: ... this course is to enhance your understanding of consumer behavior. It provides a specialization within the marketing module, studying the psychology of the consumer.

Tags:

  Plan, Consumer, Teaching, Module, Behavior, Behaviours, Consumer behaviour, Consumer behavior, Teaching plan for consumer behaviour, Teaching plan for

Information

Domain:

Source:

Link to this page:

Please notify us if you found a problem with this document:

Other abuse

Transcription of TEACHING PLAN FOR CONSUMER BEHAVIOUR

1 TEACHING plan FOR CONSUMER BEHAVIOUR 1. Basic description Name of the course: CONSUMER BEHAVIOUR Area: Marketing Market Research Profile: Marketing Academic year: 2011-2012 Year: 3rd Term: 2nd Degree / Course: Bachelor s Degree in International Business and Marketing Code: 43208 Number of credits: 4 Total number of hours committed: 100 TEACHING language: English Lecturer: Gert Cornelissen Timetable: Mondays from 13:15 untill 15:30 Friday (seminars) 1A from 11:05 until 12:00 1B from 10:05 until 11:00 2. Presentation of the course Contemporary approaches to business emphasize the importance of adopting a customer focus. Marketing, in particular, begins and ends with the CONSUMER from determining CONSUMER needs to ensuring customer satisfaction. The primary goal of this course is to enhance your understanding of CONSUMER behavior .

2 It provides a specialization within the marketing module , studying the psychology of the CONSUMER . This includes both intuitive and some non-intuitive ideas about behavior . In this course, we will train your intuition, so that you can think more accurately about how consumers perceive and respond to market events. Many of the psychological insights are particularly useful for strategy, brand positioning, and marketing communication decisions. We will discuss some of these applications in class. 3. Competences to be achieved in the course General competences Instrumental competences Ability to search, analyse, assess and summarise information. Ability to relate concepts and knowledge from different areas. General personal competences Ability to manage BEHAVIOUR and emotions.

3 Critical attitude. Capacity for empathising. Capacity to foresee events. Generic systemic competences Ability to apply creativity. Promotion of and respect toward multicultural values: respect, equality, solidarity, commitment. Promotion of and respect for gender, environment and safety at work issues. Competences for applicability Ability to use quantitative criteria and qualitative insights when taking decisions. :3. Ability to search and exploit new information sources. Ability to understand and apply the network concept. Specific competences Professional competences Ability to understand the decisions taken by economic agents and their interaction in the markets. Ability to take strategic managerial decisions whilst taking into account the economic, cultural, social and political determinants specific to a particular area.

4 The above competences interrelate with the basic competences set out in Royal Decree 1393/2007, namely: a. competence to comprehend knowledge, on the basis of general secondary education b. competence to apply knowledge to day-to-day work in international management or marketing, in particular, ability to develop and defend arguments and to solve problems c. competence to gather and interpret relevant data, enabling the development of critical judgements on the economic and social reality d. competence to communicate and transmit information (ideas, problems, solutions) to a specialised and non-specialised public e. competence to develop learning activities in a relatively autonomous manner. In order to establish a correspondence between the basic competences and those developed in the degree, these are grouped according to two criteria.

5 Thus, the competences developed in the subject are structured into those that are seen as a development or specification of basic competences and those that define the professional profile of the graduate, with respect to general and specific competences. Basic competence: understanding of knowledge I. General competences II. Specific competences Basic competence: application of knowledge I. General competences , Basic competence: gather and interpret data I. General competences , , Basic competence: communicate and transmit information I. General competences Basic competence: develop learning activities I. General competences Competences that define the professional profile which are not included under basic competences In general, these competences combine the following key elements for professionalising students in the area of international business and marketing: - provide students with the capacity to adapt to dynamic teams and environments - provide students with the capacity to create their own integral vision of the operation of a business or international marketing project - provide students with the capacity to take complex decisions and carry out negotiation processes I.

6 General competences , , , II. Specific competences Own competences of the subject Ability to interpret the factors that affect consumers' BEHAVIOUR and ability to understand the decisions they take in response to stimuli generated by companies. 4. Contents Psychological and sociological dimensions that influence CONSUMER BEHAVIOUR . Values, lifestyles and socio-cultural and commercial aspects. Evolution of individual consumption patterns. In this class we will examine how and why consumers behave the way that they do. We will explore our intuitions about our own behavior . We will learn about theories developed in marketing, psychology, and other behavioral sciences. And we will learn how to use these theories to predict how consumers will respond to different marketing activities.

7 The course contains three main sections: 1. Introduction and evolutionary bases of consumption. 2. How consumers acquire, remember, and use product knowledge 3. Persuasion and Influence 5. Assessment The assessment elements include: - One general multiple choice exam during the exam period. - Weekly assignments for practical sessions - Final report - Group presentation at the end of the term - Attendance and participation Assessment elements Time period Type of assessment Assessment agent Type of activity Grouping Weight (%) Comp Opt Lecturer Self-assess Co-assess Indiv Group Exam: combination of multiple choice and essay questions Exam week X X Exam: Multiple choice + essays questions X 50 Weekly assignments Every week before friday x x Report to be handed in x x 20 Final report End of term x x Final report x 10 End of term presentation End of term X X presentation x 10 Attendance and participation Continuous X X Participaton in classes and seminars x 10 The results of the assignments, presentation, final report, and attendance and participation will be carried over to the grade for the September exam sitting.

8 In that second sitting, the exam will account for 70% of the final grade, and the combination of the 4 other elements for 30%. Competence Exam Weekly assignments Final Report Presentation Participation GI1 x x x GI2 x GP2 x x GP4 x GP5 x x GP6 x GS1 x x x x GS7 x GS8 x x GA2 x x GA3 x x x GA4 x EP1 x EP5 x 6. Bibliography and TEACHING resources Basic bibliography: Kardes, , Cline, , Cronley, (2011), CONSUMER behavior : Science and Practice. South-Western: Cengage Learning. Supplementary bibliography: Articles and cases made available during term. TEACHING resources: Powerpoints made available (AULA-ESCI) 7. Methodology - Weekly there will be 2 hours of lectures. Students are expected to attend and participate.

9 - Students will prepare weekly assignments, some individually, some in group, which will be discussed during the seminar classes 8. Scheduling activities 1) Allocation of hours between theory and practical lessons (based on the number of credits in the curriculum): 2 h of lecture and 1 h of seminar per week amounting to 29h (seminars start after a week of classes) 2) Scheduling activities under the curriculum, from: In the classroom: Lecture classes, Seminars, Face-to-face tutorials Outside the classroom: Group work, Individual work (reports, ), Independent study Week Activity in the classroom Grouping/type of activity Duration Activity outside the classroom Grouping/type of activity Duration Week 1 Lecture - introduction 2h Choose topic for term project + Study topic of the week 4 Week 2 Lecture Evolutionary bases of consumption part 1 3h Assigning topics and group creation + Study topic of the week 4 Week 3 Lecture Evolutionary bases of consumption part 2 3h Report 1 first information collection + Study topic of the week 6 Week 4 Lecture - CONSUMER memory 3h Report 2 Summary of academic papers/cases + Study topic of the week 8 Week 5 Lecture CONSUMER judgment and choice part 1 3h Report 3 Formulation of relevant issues to be studied + Study topic of the week 7 Week 6

10 Lecture CONSUMER judgment and choice part 2 3h Report 4 - Summarize existing literature on the chosen issue + Study topic of the week 8 Week 7 Lecture CONSUMER affect and motivation 3h Report 5 Formulate study proposal + Study topic of the week 7 Week 8 Lecture Social influence part 1 3h Final report + Study topic of the week 9 Week 9 Lecture Social influence part 2 3h Class Presentations + Study topic of the week 8 Week 10 Lecture Neuromarketing 3h Class presentations + Study topic of the week 8 Week final exams FINAL EXAM 2h Total time 29H 71h


Related search queries