SOW CONSUMER BEHAVIOUR INTAKE 7

SOW CONSUMER BEHAVIOUR INTAKE 7 - Scheme of Work Document...

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Scheme of Work Document Curriculum Area LSBF Business School Program Title MSc Marketing-Intake 7 Module Title Consumer Behavior Length of Programme 11 weeks Length of Session 3 hours Location London Awarding Body University of Wales WEEK No. Lecture OUTCOME OF SESSION Seminar Activity Reading 1 Introduction to Consumer Behavior - What is Consumer Behaviour and who are the different types of Consumers? - Relationship between Consumer Behaviour and the Marketing Concept, the Societal Marketing Concept, as Well as Segmentation, Targeting, and Positioning. - Relationship between Consumer Behaviour and Customer Value, Satisfaction, Trust, and Retention. - To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs and Wants of Consumers. - Makeup and Composition of a Model of Consumer Behaviour. IKEA Case study: How different is different? IKEA’s challenge to appeal to local tastes globally -Chapter 1 Solomon, Consumer Behavior , Global edition(ed) Solomon, Bamossy, Askegaard Hogg , Consumer Behavior European e 2 2- Consumer Research, Segmentatio n and Targeting - Importance of Consumer Research for Firms, their Brands as well as for Consumers. - Steps in the Consumer Research Process-Data Collection, Data Analysis and reporting findings - -Need for aims and objectives, what is secondary research and planning future consumer Research. - Element of the Consumer Research Process and how they add to the Overall Outcome of the Research Study. - What is Market Segmentation and its relevance - Criteria for Targeting Selected Segments Effectively. Case Study: Consumer Behaviour & Market Segmentation - Appealing to taste buds or healthy lifestyles? Marketing low-fat foods to consumers in Greece Chapter 1 Solomon, Consumer Behavior, Global ed. -Chap 1, 2 a 3 from Solomon, Bamossy, Askegaard Hogg , Consumer Behavior European e 1
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- What is the basis for Segmenting consumers? - Understand how Segmentation and Strategic Targeting Are Carried Out. 3 3- Personality - What is personality? - Freudian systems, Motivational research - New Freudian approaches and Carl Jung - Trait theory - Lifestyles as group identities, - Psychographic segmentation and VALs framework - Geodemography - Grouping consumer using Activities, Interest and Opinion model - Behavioral targeting - Food cultures and European food cultures Explain & Discuss Assignment Brief Case Study: Personality & The Self - Prams are not just for babies . ..Prams in Denmark. Chapter 6
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This note was uploaded on 06/12/2011 for the course MM 101 taught by Professor Brunos during the Spring '11 term at London Business School.

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SOW CONSUMER BEHAVIOUR INTAKE 7 - Scheme of Work Document...

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