Course syllabus
Welcome to Consumer behaviour, 7.5 credits, Spring 2024
In the course, you will develop in-depth knowledge and understanding of consumer culture and the role of consumers in the marketplace. Offering a wide range of theoretical and methodological approachers as a platform, this course allows you to analyze the consumption of products, brands and advertisement to develop marketing research that critically informs strategic decisions in companies and other organizations.
The teaching consists of lectures and workshops (literature labs and supervision sessions). You will be examined through weekly assignments and a written exam at the end of the course. Program students, single subject students and exchange students will work together in the group assignments.
The course contains four modules: 1. Consumer Society, 2. Consumer Practices, 3. Consumer Psychology and 4. Consumer Research in action.
Module 1-3, Lectures & Literature Labs
- There are two lectures per module/week (plus an introduction of the course, a midcourse checkpoint, and a closing lecture ). There will be room for questions and discussions during lectures. Slides from lectures will be published at the course homepage (see Files or Modules), after each lecture.
- Literature labs will be organised each week. The purpose of the labs is to enhance your understanding of each theoretical perspective. During the labs you discuss the literature with your teammates. The literature labs are important to prepare for the group assignments as well as the individual assignment.
Module 4, Lectures & Supervised workshops
- The set-up of Module 4, Consumer Research in Action, differs from Module 1-3. In Module 4 you will prepare for and work with consumer research in practice.
- A lecture with room for questions will be held on Monday afternoon.
- Supervised Workshops are given on Tuesday, Wednesday and Friday. Here you work on your consumer research tasks in the fourth group assignment.
Module 1-4, Examination
- Quizzes. Weekly quizzes are administered via the course homepage (at Canvas). The quizzes are optional - you can earn bonus points for the final grade, if you pass the quizzes.
- Group assignments. In each module you work with a group assignment where you apply the knowledge from the literature and enhance your skills in analysing consumer behaviour. (The deadlines are on Friday evening)
- Written exam in the end of the course, Friday February 16. The exam consists of broad essay questions covering the contents of Module 1-4. You will have 4 hours to complete the exam.
Course Introduction: January 15, 12:15-15:00, room E43
Course Coordinator: Ulrika Holmberg, ulrika.holmberg@handels.gu.se
Administrative Coordinator: Annika Pihl, annika.pihl@class.gu.se
Course representatives: Maria Enache gusenacma@student.gu.se and Peeyush Verma gusvermpe@student.gu.se
Welcome!
Note! The schedule is preliminary until two weeks before the course begins.
Course summary:
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