BED-2145 Consumer Behaviour and Active Retailing - 10 ECTS
The objective is to improve students abilities in discovering, generating, communicating and capturing value with the aid of marketing metrics, consumer psychology, active retailing, measurements and evidence-based practice.
Collection of facts, concepts, theories and techniques acquired by the degree holder. Knowledge can both be theoretical and applied. The student should:
- Understand the importance of marketing metrics and evidence-based practice
- Be able to account for selected concepts, theories, methods and practice in consumer behaviour and active retailing (see e.g. the aim of the course and the course outline)
- Acquire consumer centric focus and awareness of ethical challenges in shopper marketing
Entail the ability to apply knowledge. Skills can indicate general skills that are not limited to a certain scientific field or profession, as well as specific skills.
- Can understand and tackle issues in retailing marketing in a professional context
- Use the conceptualisation and methodology of active retailing to develop in-store research and marketing strategy
Entail the ability to apply knowledge and skills to work and study.
- Can initiate marketing research and strategies
- Are capable of presenting and describing marketing management issues and research findings in English
Students will work in groups, and as individuals, on two compulsory assignments: 1) Marketing Strategy Simulation and 2) An Exercise in Active Retailing, to enhance their understanding of customer-centricity. Both will also involve oral presentations during class hours. These assignments must be passed before students qualify for examination. The assignments are better explained below:
- Marketing Strategy Simulation:
Students will work in groups on a marketing simulation (Customer Centricity) to enhance their understanding of a customer-centric view of firms and organisations. The simulation mimics some of the challenges faced by executives and the importance of investing in customers, and involves active participation, decision making, debriefs and an oral presentation, describing rationalities for decisions taken.
- An Exercise in Active Retailing
To increase collaboration, skills and competencies in retailing marketing, students will work together on a particular exercise related to in-store marketing and give a short (concise but deep) presentation and submit an executive summary (see below). The group will need to make a formal presentation for about 15-minute lecture, plus questions.
Deliverables for the group analysis is:
- An executive summary, to be handed in at the end of the class [Max 1 page + 1 page of supporting analysis] (it is possible to include an appendix if needed). The summary should contain a description of main issues faced by the company and a clear recommendation. Students should state the problem(s) and the solution(s) clearly.
- The group creates a short Power Point presentation (around 6 to 12 slides).
The final course grade will be made up of a four-day home case exam (individual). Grading ranging from A-F, where F is failure to pass the exam.
Language of examination is English.
Lectures Spring 2020
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