Consumer Marketing

Doel vak

• Demonstrate a critical understanding of the key topics, concepts and theories covered in top academic journals as well as managerial publications that are important to effective consumer marketing management (e.g., consumer decision making processes, social influences, happiness and well-being).
• Apply consumer behavior and consumer psychology theories, tools and strategies to real-life consumer marketing paradigms, identify outstanding challenges and design new interventions and solutions.
• Communicate and collaborate effectively with an international cohort of classmates to design and produce case solutions (in English), to both academic and managerial audiences.

Inhoud vak

Marketing is the art and science of creating and capturing value. In this course, we take a customer centric approach to marketing, understanding customers – what they think, feel, and do – and then leverage these customer insights to guide potential firm and marketplace decisions.

Specifically, we examine the forces influencing customer attitudes, preferences and decisions and explore their managerial implications for firms. We focus primarily on consumer markets (B2C and C2C) and deep dive into a range of concepts and theories from consumer behavior, behavioral economics, sociology and social psychology. We then apply these principles to specific marketing contexts and communication tools (e.g., advertising, product assortment, word of mouth, customer loyalty). In addition to the class discussions, this course involves a term-long business case in collaboration with a company. In this project, students will learn how to leverage customer insights, tools and frameworks to generate new insights and design novel interventions to help improve the client’s marketing decisions.

Aanvullende informatie onderwijsvormen

(in-person) classroom discussions and (attendance required) tutorials, (in-person and online) assignments

Toetsvorm

Vereiste voorkennis

This course is designed for those interested in gaining a deeper understanding of customers psychology and behavior to identify novel trends in the marketplace and offer solutions to help people breathe a little easier and to make the world a bit better.

My ultimate goal is to move, motivate and mobilize my students through a rich, pragmatic, thoughtful, and humane course. Course assumes an active knowledge level of consumer behavior, as indicated by the entry requirements for this Master’s program. Course prerequisites include risk appetite, curiosity in the human condition and willingness to believe in magic.

Literatuur

Academic articles, managerial articles, mini cases and other relevant materials (e.g., videos)

Aanvullende informatie doelgroep

IMPORTANT NOTE:

Students are expected to attend the classes and tutorials (mandatory) and take an active role as learners because the exchange of ideas and discussions are core to the learning experience. As a student, you are expected to be responsible and accountable not only for doing your individual work but also for contributing to the learning and growth of your classmates. As instructors, we will create a safe, kind, warm and welcoming environment to foster such connections and expect that you show up - physically, mentally, psychologically - to push the discussions forward. This class is not suitable for those, who want to sit back and be a one-way recipient of information. Rather, you are expected to bring and contribute to the knowledge and skills, deepen the collective thinking and move the conversation forward.

We have designed the assessments to reflect this pedagogy. Anything we discuss during the class discussions and tutorials (what is included in the slides as well as whatever we discuss that might not be included in the deck) as well as any required preparation (e.g., readings, exercises, videos, surveys) are all fair game. In other words, attending and actively participating in the class discussions and tutorials as well as thorough preparation are necessary to do well in the final exam.

Afwijkende intekenprocedure

Enrollment to student teams will be done by the course coordinator in Canvas during the course.

Toelichting Canvas

Modules will be added to the Course environment on Canvas on a weekly basis. Students are expected to follow the course (e.g., class preparation, pre- and post-course assignments) using the Canvas pages.

Aanbevolen voorkennis

Course prerequisites include background knowledge on consumer behavior as well as risk appetite, curiosity in the human condition and willingness to believe in magic.