6 ECTS credits
170 h study time
Offer 2 with catalog number 4005361FNR for all students in the 2nd semester at a (F) Master - specialised level.
In this course consumer behaviour is studied in detail. Topics covered include: internal psychological processes (perception, learning, motivation, attitudes …), decision making processes and external factors of influence, such as reference groups or advertising. Subsequently it is examined how marketing communication works and how consumers can be influenced by it. The various communication instruments are discussed, as well as the nature, form and tone of the message.
The course is given in an integrated manner. Besides theoretical insights, also practical implications are highlighted. Various applications are discussed and illustrated by one or two guest lecturers.
The practical part of the course (WPO) consists of different illustration-assignments which are elaborated by the students (in groups) and presented in class.
Not applicable.
For future marketers and advertisers it is particularly interesting to understand what is going on in the minds of consumers and how they make decisions to purchase products, use services or engage in activities. But also for consumers themselves, it is interesting to understand what factors influence their behavior. In addition to describing, explaining and predicting consumer behavior, this course also aims to give more insight into the way advertising and other marketing communication tools work and how they can be used effectively to inluence various aspects of consumer behavior.
The final grade is composed based on the following categories:
Written Exam determines 60% of the final mark.
Practical Exam determines 40% of the final mark.
Within the Written Exam category, the following assignments need to be completed:
Within the Practical Exam category, the following assignments need to be completed:
Point Allocation:
WPO participation is required. The assesment of the WPO is based on the contribution to the group assignment & presentation. No replacement tasks are given.
The individual WPO score can be adapted from the group score on the basis of peerevaluation, as well as attendance and active participation during class.
Students can without any obligation be proposed to acquire individual bonus points by participating in research projects (experiments/surveys) organised by the professor.
Absences to at least one of the compulsory parts of the exam means absence for the entire exam.
The WPO-assignment cannot be redone for the second exam session. The score on the WPO-assignment will be transferred to the second exam session. WPO-assignment scores of at least 10/20 can also be transferred to a new academic year. However, this needs to be applied for via an e-mail directed to the professor at the beginning of the new academic year and ultimately before the deadline of the new WPO group-compositions.
This offer is part of the following study plans:
Master of Psychology: Afstudeerrichting arbeids- en organisatiepsychologie (only offered in Dutch)
Master of Communication Studies: Media, Strategic Communications & Marketing (only offered in Dutch)
Master of Business Engineering: Standaard traject (only offered in Dutch)
Master of Business Economics: Standaard traject (only offered in Dutch)
Master of Teaching in Social Sciences: communicatiewetenschappen (90 ECTS, Etterbeek) (only offered in Dutch)
Master of Teaching in Economics: standaard traject (90 ECTS, Etterbeek) (only offered in Dutch)