Opintojakson tiedot

Näytä opetus ja tentit
721433S Consumer Behavior, 6 op 
Tunniste 721433S  Voimassaolo 01.08.2014 -
Nimi Consumer Behavior  Lyhenne Consumer Behavi 
Laajuus6 op   
OpiskelumuotoSyventävät opinnot Oppiaine6313 Markkinointi 
LajiOpintojakso   
  Arvostelu1 - 5, hyv, hyl 
 
   
Vastuuyksikkö Oulun yliopiston kauppakorkeakoulu 

Opettajat
Nimi
Eeva-Liisa Oikarinen 

Kuvaus
Laajuus 

6 credits.

 
Opetuskieli 

English

 
Ajoitus 

Period 1 (year 1)

 
Osaamistavoitteet 

Upon completion of the course students are able to analytically compare and assess central theories and research on consumer decision making, behavior and consumption. Students are able to identify internal and external aspects that influence consumer behavior, as well as critically evaluate their implications for marketing strategy. Having completed the course students are able to design, execute and evaluate a (small scale) consumer behavior research. Students are also able to express their ideas analytically and effectively both in written and oral form.

 
Sisältö 

The course concentrates on providing an advanced understanding of consumer behavior. The central topics are: 1) consumers as individuals (including, e.g. various psychological theories and decision making), 2) social and cultural influences on purchasing and consumption behavior (including, e.g. culture, reference groups, and social media) and 3) central research methods in consumer behavior. During the course, students get familiar with scientific publications on consumer behavior and conduct a small-scale consumer behavior research.

 
Järjestämistapa 

Face-to-face teaching.

 
Toteutustavat 

Lectures, including guided discussions, exercises and group presentations (36 h), individual assignment (50 h) and group work (74h).

 
Kohderyhmä 

Master’s level students in marketing.

 
Esitietovaatimukset 

Quantitative and qualitative research methods

 
Yhteydet muihin opintojaksoihin 

The course is an independent entity and does not require additional studies carried out at the same time.

 
Oppimateriaali 

Learning material AND Solomon, M.R. (2014) Consumer Behavior. Buying, Having, and Being. or newer

 
Suoritustavat ja arviointikriteerit 

Group work 40 % and individual assignment 60 % of the final grade. The assessment of the course unit is based on the learning outcomes of the course unit.

 
Arviointiasteikko 

The course unit utilizes a numerical grading scale 1-5. In the numerical scale zero stands for fail.

 
Vastuuhenkilö 

Dr. Mari Juntunen

 
Työelämäyhteistyö 

Applications to managerial decision making are emphasized. Visiting industry experts. Group work skills

 
Lisätiedot 

The number of students is limited.

 


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