Course Description

Course Name

Marketing and Consumption

Session: VDNS3121

Hours & Credits

18 Credit Points

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.

Overview

Introduces students to the concept of value creation through the interplay between consumer culture and marketing management, and the key elements of consumer behaviour.

The paper looks at the role of consumers and consumption in the creation of value and the ways in which the resulting relationships affect the nature and the conduct of business. It identifies key elements of the marketing mix, especially products, promotion and price and considers them in relation to the psychological, social and cultural elements of consumer behaviour.

Teaching Arrangements
Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.

Learning Outcomes
- Define and describe what culture is, how a 'consumer culture' comes into existence and how both firms and consumers co-create this culture
- Define and discuss key psychological and sociological concepts and processes that relate to needs and consumption behaviour
- Describe and give examples of the roles of identity and social environment in consumption decisions and processes
- Describe how marketing facilitates and manages commercial and not-for-profit exchange processes by using brands, products and service creation, promotion, and pricing

Textbooks
Solomon, Michael R. (2013) Consumer Behavior; Buying, Having, and Being, (10th Global Edition), Pearson.

*Course content subject to change