Aims

Upon completing this course successfully, students will acquire comprehensive knowledge of consumer psychology. They will also develop a robust, theory-based understanding of the dynamic interplay among various factors shaping consumer behavior, and their implications for decision-makers.

This course evaluates the following learning outcomes: 

The student

1.12 The student understands how understanding consumers can steer and improve operational marketing management decisions

1.13 The student analyzes operational problems and questions related to consumer psychology, taking into account a specific context

1.14 Drawing on scientific knowledge about and insights into consumer psychology, the student offers solutions for operational marketing problems and questions related to consumer psychology, taking into account a specific context

2.10 The student analyzes strategic problems and questions related to consumer psychology, taking into account both the specific company context as the broader environment

2.11 The student draws on scientific knowledge and insights to develop an opinion about actual marketing questions, and criticizes traditional marketing approaches

4.6 The student critically reflects upon how societal, international and organizational trends related to consumer psychology can influence the marketing management within an organization

5.1 Collects and consults sources and data purposefully and critically, on the basis of a given management problem or social question and takes into account the characteristics of the type of source or data used (popularizing or scientific source, primary or secondary data).

7.4 Is able to utilize his/her acquired knowledge and his/her ability to think analytically, synthetically, abstractly and/or creatively in a flexible and authentic way in specific and/or complex situations. 

7.5 Is critical and not afraid to question himself/herself and his/her environment.  

9.1 Informs experts and laymen correctly and structurally on his/her general and/or specialised knowledge, both in speaking and writing.

9.2 Chooses and uses the appropriate communication channels and means and adjusts both the communication content and style to the audience and the communication goal. 

9.3 Communicates convincingly, shortly and concisely his/her vision and actions in different contexts and accounts for his/her choices, both in speaking and writing. 

9.4 Substantiates clearly and convincingly.

9.5 Is aware that communication is a two-way street, asks for and anticipates input or feedback of the supervisor(s), listener(s) or reader(s). 

10.6 The student reflects critically upon how important evolutions in consumer psychology can be translated into strategic and operational marketing management, taking into account the specific company context

Previous knowledge

It is recommended to have completed introductory courses in marketing, psychology, and related fields.

Is included in these courses of study

• Master in de handelswetenschappen (dag + avond, programma voor studenten gestart vóór 2024-2025) (Brussel) 60 ects.
• Master in de handelswetenschappen (dag + avond, programma voor studenten gestart vóór 2024-2025) (Brussel) (Specialisatie strategisch marketing management) 60 ects.
• Master of Business Administration (Brussels) 60 ects.
• Courses for Exchange Students Faculty of Economics and Business (Brussels)
• Master in de handelswetenschappen (programma voor studenten gestart in 2024-2025 of later) (Brussel) 60 ects.