Customer Behaviour (4cr)

Objective

The student can analyze customers behaviour in different environments. The student can recognize phases in purchasing process and factors influencing to the purchasing process.
The student can draw conclusions relating to marketing planning applying customer behaviour knowledge.

Content

-Needs, motives, involvement, attitudes and values
-Purchasing and decision-making process of consumers and customers (in b-to-c and b-to-b markets)
-Consumer Behaviour (b-to-c)
-Purchasing Behaviour (b-to-b)

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. The student can analyze customers behaviour in different environments. The student can recognize phases in purchasing process and factors influencing to the purchasing process.

Assessment criteria, good (3)

The student has carried out work well and participated actively. The student can analyze customers behaviour in different environments. The student can recognize phases in purchasing process and factors influencing to the purchasing process. The student can draw conclusions relating to marketing planning applying customer behaviour knowledge.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. The student can analyze customers behaviour in different environments. The student can recognize phases in purchasing process and factors influencing to the purchasing process. The student can draw conclusions relating to marketing planning applying customer behaviour knowledge.

Materials

-Solomon, M. & Bamossy, G. & Askegaard, S. & Hogg, M. (2006). Consumer Behaviour -European Perspective
-Arantola, H. (2006). Customer Insight.
-Other material announced by the lecturer