Consumer Marketing

Dit vak wordt in het Engels aangeboden. Omschrijvingen kunnen daardoor mogelijk alleen in het Engels worden weergegeven.

Doel vak

- 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

Inhoud vak

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.


Lectures, workgroups


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


Academic articles

Afwijkende intekenprocedure

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

Algemene informatie

Vakcode E_MKT_CM
Studiepunten 6 EC
Periode P1
Vakniveau 400
Onderwijstaal Engels
Faculteit School of Business and Economics
Vakcoördinator dr. J. Eelen
Examinator dr. J. Eelen
Docenten I.H. Ikonen MSc
dr. J. Eelen
drs. I.J.C. Leijen
A.W. Eigenraam MSc

Praktische informatie

Voor dit vak moet je zelf intekenen.

Werkvormen Hoorcollege, Werkgroep*

*Voor deze werkvorm kun je geen groep kiezen, je wordt hiervoor ingedeeld.


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