Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.
LEARNING OUTCOMES
In completing this course, the student will learn about the key concepts, theories, and models in the field of psychological and behavioral consumer research.
Credits: 6
Schedule: 16.05.2020 - 27.06.2020
Teacher in charge (valid 01.08.2020-31.07.2022): Kristina Wittkowski
Teacher in charge (applies in this implementation): Kristina Wittkowski
Contact information for the course (valid 30.04.2021-21.12.2112):
Regarding general questions on the course content and the course specifics, I kindly ask you to post your question in the MyCourses Forum. I will respond ASAP.
Please also use the MyCourses forum to discuss the course content and your ideas/perspectives with your fellow students and me.
If you would like to discuss any personal matters with me, it is best to send me an email (kristina.wittkowski@aalto.fi). We can then arrange for a virtual meeting, if need be.
CEFR level (applies in this implementation):
Language of instruction and studies (valid 01.08.2020-31.07.2022):
Teaching language: English
Languages of study attainment: English
CONTENT, ASSESSMENT AND WORKLOAD
Content
Valid 01.08.2020-31.07.2022:
The course content comprises of knowledge from three key domains: (a) consumer affect and cognition (b) consumer behavior, and (c) consumer environment. Accordingly, this course describes the thoughts and feelings people experience and the actions they perform in consumption processes. It also explains the various things in the environment that influence these thoughts, feelings and actions.
Applies in this implementation:
Highly competitive marketing environments make it
imperative for firms to adopt a consumer focus. As such, in order to survive
and grow, firms are required to know consumers; they should understand consumers’
needs, how to make consumers aware of those needs, how to best meet the needs,
and how to keep consumers satisfied after they have purchased a product or
service. In a nutshell, every aspect of the business should be matched to the
satisfaction of consumer needs.In this course, you will learn about the central
theories, concepts, and models in consumer psychology and behavior. You will
learn why consumers act as they do, how they obtain and use information to meet
their needs, how they make decisions, and which factors influence their
decisions and behavior. This knowledge will come from online lectures and
readings, and through employing your learning experience hands-on in various
individual and group assignments. Throughout the course you will be asked to
take on two perspectives: that of a marketing manager, as well as that of the
customer. From the perspective of a marketing manager you are encouraged to
understand what impacts and drives consumer behavior, to develop, implement,
and evaluate effective marketing strategies. From a customer’s perspective, you
will understand how and why you make purchase decisions, as well as the impact
of marketing on your behavior.
Assessment Methods and Criteria
Valid 01.08.2020-31.07.2022:
Compulsory individual and course assignments.
Workload
Valid 01.08.2020-31.07.2022:
6 credits, 160 hours:
- online lectures
- compulsory assignments and independent learning
DETAILS
Study Material
Valid 01.08.2020-31.07.2022:
A collection of articles and book chapters assigned by the lecturer
Prerequisites
Valid 01.08.2020-31.07.2022:
All students who are admitted to the MSc Program of Marketing can follow this course. Exchange students with a Bachelor degree in Business, or with another Bachelor degree including a minor in Marketing are also admitted. This course assumes basic knowledge of consumer behavior at an introductory marketing level.
Registration for Courses
Valid 01.08.2020-31.07.2022:
Registration via WedOodi. Check registration time in WebOodi.
NOTE: Mention your group of priority upon registration.
Applies in this implementation:
The course is structured into five different modules, each containing separate sub-sections.
It is highly recommended that you follow the suggested schedule to ensure that you can complete all assignments on time.
FURTHER INFORMATION
Further Information
Valid 01.08.2020-31.07.2022:
The number of students admitted to the course is restricted to 60. Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) CEMS-students, (3) Aalto students studying a MSc minor study package in Fashion Management, (4) Aalto students studying a MSc minor study package in Consumer Research, (5) Aalto students studying a MSc minor study package in Marketing and (6) other students.
NOTE: Students are required to write own group of priority to further information field of course registration!
Applies in this implementation:
The course is structured into five different modules, each containing separate sub-sections.
It is highly recommended that you follow the suggested schedule to ensure that you can complete all assignments on time.
- Teacher: Kristina Wittkowski