Consumer Behaviour and Active Retailing

This course can be taken as a singular course.

For exchange students, the full time autumn semester consists of the following courses:  BED-2100, BED-2136 and BED-2137. Spring semester: BED-2144, BED-2145 and BED-2208.

The objective is to improve students’ abilities to discover consumer trends using various types of information and concepts, including in-store behavioral metrics, and to generate insights on the management of stores and retail chains. Students will learn essentials of retail management, consumer psychology and in-store marketing. This involves topics such as mega trends, consumer metrics, decision-making, attention, memory, and attitudes, retail strategy, competitive advantage, retail formats, assortment, location, Omni-channel retailing, store design, store migration patterns and principles for active retailing.

Collection of facts, concepts, theories and techniques acquired by the degree holder. Knowledge can both be theoretical and applied. The student should:

Knowledge

• Understand the importance of marketing metrics and evidence-based practice
• Be able to account for selected concepts, theories, methods and practice in consumer behavior and active retailing (see e.g. the objective of the course)
• Acquire a consumer centric focus and awareness of mega trends affecting consumers’ behavior

Skills:

• Can understand and tackle issues in retailing marketing in a professional context
• Are able to segment consumers based on different criteria, including involvement and decision-making
• Can use the conceptualization and methodology of active retailing in practice
• Can collect and organize information about important trends in the society and analyze such information in terms of consequences for consumer behavior and retail strategy.

Competencies:

• Can initiate marketing research in retailing and contribute to the development of retail strategies and in-store marketing campaigns
• Are capable of presenting and describing marketing management issues and research findings in English

Language of instruction and examination

Compulsory assignment

Students must pass one compulsory assignment before qualifying for examination. Students can work individually or in groups on the assignment.

Approved coursework requirements will be valid for 4 continuous semesters, counting from the first submitted coursework.

Exam

A four hours individual written school exam that count for 100% of the grade. Grading ranging from A-F, where F is failure to pass the exam.

Language of examination is English or Norwegian.

A re-sit exam will be arranged for this course.