Consumer Behavior 7,5 hp

Undervisningen bedrivs på engelska.

Kursinnehåll

The Consumer Behavior course will start by contextualizing consumers in the marketplace. This is done by explaining the different consumer segments and discussing the roles consumers play in them. Once the context of consumers in the market is understood, we will move into describing the decisions consumers make as they buy and dispose of goods and how these decisions are influenced by e.g., social interaction and lifestyle. Finally, we will spend time understanding the role of subcultures and consumer culture on the key consumption processes. Throughout this course, students will be introduced to consumer behavior concepts, models, theories and tools in order to appeal to consumers. Furthermore, specific analytic tools and research methods in the field will be introduced and applied to various consumer decision making and disposal contexts.

Förkunskapskrav

Bachelor’s degree in Business Administration

Utbildningsnivå: Avancerad nivå A1N
Kurskod/Ladokkod: MLOR23
Kursen ges vid: Jönköping International Business School