Consumer Science for Online Commerce

2018-2019
Dit vak wordt in het Engels aangeboden. Omschrijvingen kunnen daardoor mogelijk alleen in het Engels worden weergegeven.

Doel vak

ACADEMIC AND RESEARCH SKILLS – STUDENTS CAN CONDUCT A BASIC
INTERNATIONAL RESEARCH PROJECT FROM START TO FINISH

ACADEMIC SKILLS (THREE AS)
After successfully completing this course, the student
• can analyze and demonstrate an understanding of problems from
different perspectives (Analysis)
• is able to recognize fundamental structures and to leave out
irrelevant information (Abstraction)
• is able to put forward well-founded, substantiated points of view,
both in spoken and written format (Argumentation)

BRIDGING THEORY AND PRACTICE

KNOWLEDGE: Demonstrates theoretical and empirical knowledge concerning
the relevant areas in international business administration

After successfully completing this course, the student:
• can explain advanced theories, models and concepts of consumer science
in online commerce
• is able to relate, contrast, and compare connections between theories,
models, and concepts

Bridging theory and practice:
• applying theoretical knowledge in a specific business situation
• experience real-life business problems

APPLICATION: Can propose a solution to an international real-life
business problem by applying relevant theories and methodologies.
After successfully completing this course, the student:
• Is able to provide practical solutions to a case by applying theory
from consumer science and online commerce

SOCIAL SKILLS – STUDENTS ARE ABLE TO EFFECTIVELY MANAGE DIFFERENT
PROFESSIONAL ROLES IN A CROSS-CULTURAL ENVIRONMENT

After successfully completing this course, the student:
• is able to present (both orally and in writing) on basic/substantive
aspects of consumer science for online commerce
• has a thorough understanding of roles and needs of different types of
stakeholders, in this case the customer versus the firm
• can work well in a team and reflect on his/her own role in the team

Inhoud vak

The Internet and digital media have transformed marketing and business
since the first website went live a long time ago. More than 20 years
later over one billion people around the globe regularly use the web to
find products, entertainment and soulmates. Consumer behavior and the
way companies market to both consumers and businesses have changed
dramatically. To succeed in the future, organizations will need
marketers, strategists and agencies with up-to-date knowledge about the
digital consumer and his or her behavior. Digital marketing is an
exciting area to be involved in, since it poses many new opportunities
and challenges yearly, monthly and even daily. Innovation is a given
with the continuous introduction of new technologies, new business
models and new communication approaches. How consumers deal with these
changes and apply them to their personal lives becomes more important
for marketers to understand.

In this course you are inspired and challenged to discover the
possibilities and consumer response to digital developments. Typically,
topics may evolve around issues such as: (online) customer journeys;
different phases and touch points in the journey; contextual influences
(assortments, web design, product presentation); social interactions
(social media, online reviews); and mobile commerce.

The classes are highly interactive. This means, that it will require a
high degree of participation and preparation from the students.

Onderwijsvorm

Lectures
Tutorials

Toetsvorm

Assignment – Individual assessment
Group project assignment – Group assessment
Group and in-Class participation – Individual assessment

Vereiste voorkennis

N/A

Literatuur

Required readings consist of articles and will be announced via
Canvas (together with other required materials).

Overige informatie

N/A

Aanbevolen voorkennis

A basic understanding of marketing principles and business-related
courses

Algemene informatie

Vakcode E_IBA3_CSOC
Studiepunten 6 EC
Periode P1
Vakniveau 300
Onderwijstaal Engels
Faculteit School of Business and Economics
Vakcoördinator prof. dr. M.H.P. Kleijnen
Examinator prof. dr. M.H.P. Kleijnen
Docenten prof. dr. M.H.P. Kleijnen

Praktische informatie

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