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: 14.05.2021 - 25.06.2021
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.
Applies in this implementation:
Individual
Assignments (total
max.
number of points:
60;
max. 10 points per comments on article)Participation
in MyCourses Forum Discussions (total max. number of points: 10)Group
Assignment (total
max. number of points: 30) Note: free-riding will
be penalizedIndividual assignments: we will be using the social reading software Perusall. Your grade will depend on the quality (and partly the quantity) of the comments that you make per academic article.
Participation in online discussions: you are warmly invited to raise and participate in any RELEVANT online discussions
Group Assignments: you will be pre-selected into groups of 4-5 students (depending on the number of students in the course). It is planned that you will be working on a life case
Workload
Valid 01.08.2020-31.07.2022:
6 credits, 160 hours:
- online lectures
- compulsory assignments and independent learning
Applies in this implementation:
6 ECTS represent approximately
160 hours of student workload. For this course, I estimate that you should spend your time on the course activities as
follows:5 course Modules - Acquainting with Readings & Teaching Videos: 124 hours
Individual Assignments commenting: 6 hours
Group Assignment: 30 hours
DETAILS
Study Material
Valid 01.08.2020-31.07.2022:
A collection of articles and book chapters assigned by the lecturer
Applies in this implementation:
The course is structured into five different modules, each containing separate sub-sections.
To obtain knowledge on each of the topics, you should go through all relevant materials (i.e. readings, videos). You can only do excellent in the assignments, if you worked through and understood all relevant course materials. While the individual assignments cover only some of the topics, the group assignments touches upon the remaining issues.
Always bear in mind that if something is unclear, you are warmly invited to ask :-)
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:
It is highly recommended that you follow the suggested schedule to ensure that you can complete all assignments on time.
Please note that this course is a self-study course. Nonetheless, I think it would be nice to meet from time to time to address any questions/open issues as a group and/or to talk about the course content, your views on it, your own experiences, etc., etc.
Therefore, I invite you to register for and come to the office hours in Zoom on every second Friday (i.e. May 14, 28, June 11, 25) from 12-1.30pm. Note: these meetings are NOT compulsory.
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:
It is highly recommended that you follow the suggested schedule to ensure that you can complete all assignments on time.
Please note that this course is a self-study course. Nonetheless, I think it would be nice to meet from time to time to address any questions/open issues as a group and/or to talk about the course content, your views on it, your own experiences, etc., etc.
Therefore, I invite you to register for and come to the office hours in Zoom on every second Friday (i.e. May 14, 28, June 11, 25) from 12-1.30pm. Note: these meetings are NOT compulsory.
Details on the schedule
Applies in this implementation:
Course
structure:14. - 17.05.
Introduction to Consumer
Psychology17.-28.05. Consumer Information
ProcessingSECTION 1: Stages of Consumer Socialization
SECTION 2: Consumer learning and
MemorySECTION 3: Consumer Inference
29.05. –
05.06. Motivation,
Affect and Consumer DecisionsSECTION 4: Motivation
SECTION 5: Perception
SECTION
6: Consumer Decision-Making06.-15.06. Persuasion,
Attitudes, Social InfluenceSECTION
7: AttitudesSECTION 8: Persuasion
SECTION
9: Social Influence16.- 25.06.
Consumer
Well-BeingSECTION
10: Transformative Service ResearchSECTION 11: Marketing Ethics
Important Deadlines:
May 16: Submit your motivation, expectations, intro on yourself in MyCourses Discussion Forum
May 28: Submission of Individual Assignment Parts 1&2
June 05: Submission of Individual Assignment Part 3
June 15: Submission of Individual Assignment Parts 4&5
June 25: Submission of Individual Assignment Part 6
July 2: Submission of Group Assignment
- Teacher: Padhaiskaya Tatsiana
- Teacher: Wittkowski Kristina