Advanced Consumer Marketing

Aim

After completion of the course, the student should on an advanced level be able to:

• describe current trends in research on consumer marketing
• analyze and critically review concepts and implications of latest research on service innovation, branding, customer satisfaction, service logic, and consumer behavior
• describe marketing research techniques used in contemporary business
• apply the theoretical and methodological knowledge in a real-world case of consumer research

Content

The course takes service innovation as it starting point and its emphasis that a service innovation in the end does not happen if the consumers do not change their behavior. In particular, the course emphasizes the importance of brand innovation and behavioral innovation. The students will develop an understanding of what a service innovation is and how a firm can investigate consumer behavior through proactive market research techniques. We present, discuss and test market research methods such as observations, experiments and eye-tracking. The course integrates theory, cases and student projects in order to develop an understanding of consumer behavior and how to use this knowledge for making business decision on innovation, marketing and sales.