This course is about the role of the consumer in the marketing process. Investigating consumer behavior shows what marketing strategies are likely to be effective, how consumers operate in the marketplace, and what sorts of social and cognitive mechanisms the consumer brings to the purchasing decisions. Thus, consumer behavior has managerial, psychological, and personal implications.

Its basic objectives are:

1) to increase knowledge of cultural differences in consumer behavior;

2) to provide the appropriate theories and concepts to make better marketing management decisions; and

3) to provide a forum for students to discuss and apply these concepts.

After completing the course, students will be able to define and describe consumer behavior from a global perspective. Components, domains and processes of consumer behavior can be explained, identified and used for improving managerial decision-making.

Evaluation and grading

Group work:

• Team case study/literature review: write up (report) and presentation (20%)
• Discussion (moderation) (15%)

Individual:

• Active participation in class (5%)
• Exam (35%)
• Individual homework (15%)
• Peer rating (10%)

Cases will be prepared for class. Each case and literature review will be presented by one team, with another team preparing a discussion on the same topic. You will receive two case grades: one for the team presentation and case write-up; and a second for the team discussion.

The written assignments (individual homework) are all due at the beginning of the following class.

The course will be supported by Learn@WU, thus students are required to hand in assignments via the Learn@wu plattform; teaching material will be made available too.