Course: Consumer Psychology & Behavior credits: 5

Course code
CIVB22CPB
Name
Consumer Psychology & Behavior
Study year
2023-2024
ECTS credits
5
Language
English
Coordinator
B. Subasi
Modes of delivery
  • Tutorial
Assessments
  • Consumer Psychology & Behavior - Other assessment

Learning outcomes

Competences
  • SETTING A COURSE; The Marketing professional maps out a marketing approach. He/she does this based on his/her vision, opportunities he/she identifies in the market and the long-term competitive advantage of the organisation where he/she works. Because he/she does not work within a vacuum, the Marketing professional is a bridge-builder who connects both knowledge and people.
  • CREATING VALUE; The Marketing professional gives substance to the marketing approach by creating long-term value for both the client, the organisation and society. He/she does this based on an analysis of data and research, with the aim of gauging the client's actual behaviour. He/she is able to translate this analysis into an action plan.
  • BUSINESS DEVELOPMENT; Via co-creation with stakeholders, the Marketing professional designs unique and/or innovative concepts and revenue models to optimise value for all relevant stakeholders. He/she anticipates and/or initiates change and gains the support of the stakeholders during the development process.
  • IMPLEMENTING; Based on the developed concept, the Marketing professional produces a sustainable marketing product or sub-product or service for existing and potential stakeholders. The Marketing professional puts forward creative solutions, facilitates parts of the implementation process, shows perseverance and takes financial responsibility in order to achieve the desired commercial result together with internal and external parties. He/she secures stakeholders’ commitment during implementation.
21st-century skills
  • Creativity
  • Teamwork
  • Initiative
  • Perseverance
  • Adaptability
  • Communication
  • Sense of responsibility
  • Commercial awareness
  • Leadership
  • Curiosity
  • Critical thinking
Learning Outcomes
Having completed this course, students will be able to
  1. create an intervention for a specific consumer behaviour challenge an organisation is facing, making use of psychological theories and models;
  2. critically evaluate and analyse consumer behaviour studies and apply the results of these studies while trying to find solutions to the marketing problems about products and services;
  3. take the effects of psychological, personal, social, and cultural factors into account while trying to find solutions to the marketing problems of products and services;
  4. apply various theoretical models of psychological consumer behaviour theory while trying to find solutions to marketing problems about products and services;
  5. apply the results of the studies in the neuromarketing and consumer neuroscience field while trying to find solutions to marketing problems about products and services.

Content

Level
Intermediate

Content
During this course, you will learn to define solutions to marketing problems that require strategies based on practical knowledge of consumer behaviour. This will include applying the techniques that are based on the psychology of consumer behaviour, neuromarketing and consumer neuroscience.

In this course, you will find a good balance of theory and practice. There will be lectures including a guest lecturer, and a neuroscience expert in one of the biggest research companies to tell you how new technologies and consumer behaviour theories are used in practice.

In parallel, there will be workshop sessions where you will be working in groups on solving marketing problems by applying the knowledge from the lectures. This course will also require a final group assessment.

Literature/study materials
For the latest info, go to the reading list on the intranet: Hanze.nl/marketingprogramme or the Blackboard course.

 

Included in programme(s)

School(s)

  • School of Business, Marketing and Finance
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