Vår 2024

BED-2145 Consumer Behaviour and Active Retailing - 10 stp

The course is administrated by

Handelshøgskolen ved UiT

Course contents

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.

Objective of the course

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

English, but Norwegian if there are no exchange students registered in the course. Norwegian students can write the Exam in Norwegian.

Teaching methods

A combination of classroom lectures (physical), digital lectures, and field excursions.