Consumer Marketing


Course Objective

- Demonstrate a critical understanding of the concepts and theories
used, as well as key topics covered, in the top academic journals that
are important to effective consumer marketing management (e.g., consumer
decision making processes, social influences, happiness, and
- Effectively apply consumer behavior and consumer psychology
theories both to understand real-life consumer marketing problems and to
design solutions to those problems.
- Communicate and collaborate effectively with an international
cohort of classmates to design and produce case solutions or other
presentations, provided in English, to both academic and professional

Course Content

In business, the importance of what is known as 'customer insights'
cannot be overstated. It is widely recognized that focusing on consumers
is a key to success in the marketplace. This course provides insight
into how consumers behave and discusses the theoretical and managerial
implications of such behavior for firms. Specifically, the learning
objectives involve the attainment of understanding of the concepts and
theories of consumer marketing through a literature review and through
selected articles. In addition, the course focuses on competence
development, i. e., the ability to effectively use and apply these
concepts in the business problem. The course will focus exclusively on
consumer markets and will address in greater depth a selection of
consumer marketing concepts introduced in bachelor Consumer Behavior
courses. In addition, the course will introduce a number of recent
developments in consumer marketing.

Teaching Methods

Lectures, workgroups

Method of Assessment

Written examination: 70%;
Assignment: 30%;
each to be completed with a minimum score of 5.0


Academic articles

Custom Course Registration

Students can only enroll for the lectures. Assignment to workgroups will be done by the course coordinator at the start of the course

General Information

Course Code E_MKT_CM
Credits 6 EC
Period P1
Course Level 400
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator dr. J. Eelen
Examiner dr. J. Eelen
Teaching Staff I.H. Ikonen MSc
dr. J. Eelen
drs. I.J.C. Leijen
A.W. Eigenraam MSc

Practical Information

You need to register for this course yourself

Teaching Methods Study Group*, Lecture

*You cannot select a group yourself for this teaching method, you will be placed in a group.

Target audiences

This course is also available as: