General Information
| Course Code | E_MKT_CICW |
|---|---|
| Credits | 6 EC |
| Period | P4 |
| Course Level | 400 |
| Language of Tuition | English |
| Faculty | School of Business and Economics |
| Course Coordinator | prof. dr. K.M.T. Millet |
| Examiner | prof. dr. K.M.T. Millet |
| Teaching Staff |
dr. M. Veltkamp prof. dr. K.M.T. Millet |
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Part of programme(s)
Master
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Practical Information
You need to register for this course yourself. The (de)registration deadlines can be found on VU.nl
| Teaching Methods | Study Group, Lecture |
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Target audiences
This course is also available as:
Course Objective
Academic & Research Skills:
After successfully completing this course, you will be able to critically analyze and synthesize academic research on consumer behavior, judgment and decision making, and emerging marketplace phenomena, and apply these insights to contemporary business and societal challenges
Bridging Theory & Practice - knowledge:
After successfully completing this course, you will be able to understand how technological, societal, and cultural transformations reshape consumer behavior, marketplace experiences, and consumer-firm interactions.
You will gain insight into contemporary topics such as AI and consumer decision making; Algorithmic trust and AI aversion; Data privacy concerns; Digital consumer experiences; Identity, lifestyles, and changing consumption; Misinformation; Sustainable consumption and behavior-intention gaps.
Bridging Theory & Practice - application:
After successfully completing this course you will be able to make use of theoretical knowledge and concepts from consumer behavior and judgment and decision making to improve marketing initiatives in a changing world.
Course Content
Consumer markets are undergoing rapid transformation. Changes in artificial intelligence, digital platforms, sustainability expectations, information environments, social norms, and consumer identities are reshaping how consumers search, decide, interact, consume, and form relationships with brands and with one another. At the same time, organizations increasingly depend on behavioral insights to understand emerging consumer challenges and respond effectively to changing expectations and behaviors.
Building on the consumer behavior foundations developed in Consumer Marketing, this course examines how technological, societal, and cultural changes influence consumer judgment, decision making, and marketplace experiences. The course focuses on how organizations can use behavioral insights to navigate changing marketplace conditions and make evidence-based decisions.
Drawing on research from consumer psychology, judgment and decision making, behavioral economics, and contemporary consumer research, students will learn how to use behavioral science and consumer research to understand and evaluate contemporary consumer and marketplace challenges, identify psychological and behavioral barriers, and develop evidence-based recommendations for organizations responding to changing consumer expectations and behaviors.
Topics may include:
- AI and consumer decision making
- Algorithmic trust and AI aversion
- Data privacy concerns
- Digital consumer experiences
- Identity, lifestyles, and changing consumption
- Misinformation
- Sustainable consumption and behavior-intention gaps
The course combines academic research with real-world applications through lectures, discussions, contemporary business case(s), and industry examples.
Additional Information Teaching Methods
Lectures and tutorials
Method of Assessment
written exam – individual assessment
(interim) assignment – group assessment
Literature
a set of academic articles (tba)
Additional Information
a set of academic articles (tba)