Consumer Behaviour and Active Retailing

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

This course is available for inbound exchange students.

This course has academic prerequisites. Please see the «Admission requirements» section for more information. To add this course to your Learning Agreement, you must have completed at least 60 ECTS credits in business administration.

Do you have questions about this module? Please check the following website to contact the course coordinator for exchange students at the faculty: INBOUND STUDENT MOBILITY: COURSE COORDINATORS AT THE FACULTIES | UiT