Consumer research in marketing

The course is focused on phenomena related to consumer decisions, attitudes, behaviours, and relations to organisations, products, and brands from the perspective of marketing. The course treats the significance of how experiences, impressions, and personal and contextual factors influence consumer decisions, attitudes, behaviours, and relations, with a special focus on the effects of marketing aimed at consumers, from the perspectives of both business administration and sustainability. The course also includes discussion of how different research designs and methods are used in research on consumers in relation to various types of problems and phenomena in the area.

Progressive specialisation: A1N (has only first‐cycle course/s as entry requirements)

Education level: Master's level

Selection:

Selection is usually based on your grade point average from upper secondary school or the number of credit points from previous university studies, or both.

This course is included in the following programme

• Programme in Business and Economics (studied during year 4)
• Master Programme in Marketing: Master (studied during year 1)