Entry requirements

A Bachelor's degree equivalent to a Swedish degree of at least 180 credits with at least 90 credits in business studies. Proficiency in English. This is normally attested by means of an internationally recognised test such as TOEFL or IELTS.

Learning outcomes

After the course, the student should be able to:

• Describe models for consumer decision processes and main theories in communications

• Analyse behaviour, decision processes and communication units from a consumer perspective

• Understand influence processes with the help of alternative perspectives, including citizens (not only consumers), all life and "resources" in the environments

• Discuss and critically analyse consumer behaviour and marketing communications in a finite world - in theory and practice

Content

The course departs from theories of consumer behaviour and marketing communications, such as what drives needs and wants; how consumer preferences and habits are formed; how culture, mass media and social media are affecting consumer’s values; thoughts, emotions and behaviour. These theories are discussed and analysed in a critical perspective where the students will reflect and discuss the dilemmas connected to influencing and changing consumer habits.

Instruction

The language of instruction is English

Individual and team presentations of course literature, reviews and case studies. Lectures and guest lectures. Discussion seminars. Attendance in seminars and group presentations are compulsory. The language of instruction is English.

Assessment

Examination takes the form of written assignments and individual and group presentations. Exams may include material presented on lectures. Course grades are Pass with Distinction (”VG”), Pass (”G”) or Fail (“U”).

Uppsala University takes cheating and plagiarism seriously, and disciplinary

action will be taken against any student suspected of being involved in any sort of cheating and/or plagiarism. The disciplinary action takes the form of

warnings and limited suspensions.

NOTE: Only completed courses can count toward a degree.

Transitional provisions

The course substitutes/overlaps the course Consumer Behaviour and Marketing Communications (SFE807) at Gotland University