The course will first give the students an introduction to consumer behaviour. The insight into consumer behaviour will form a basis for the work on trademark products and problems with trademark products. The course consists of two parts: consumer behaviour and trademark products. English course literature will be used.

The goal of the course is for the students to acquire insight into consumer behaviour as a special field. Furthermore, the students' knowledge of consumer behaviour will form a basis when learning about trademark products and the development of trademark products.

The students will get an insight into different ways of developing business and product trademarks, and they will analyse how a versatile market communication may be used in the development and marketing of the trademark product.

Plenary lectures, group seminars, written group work.

Extensive use of supervision. Oral presentation of the projects.

Recommended previous knowledge is Basic marketing and Business strategy.

Årsstudiet i markedsfag

Project work in groups. Evaluated as passed/failed.

1. The project work will be continued in a group-based project assignment that will be graded A-F. The project assignment counts 50% of the individual total grade. Oral presentation of the project assignment is compulsory, but the technical presentation skills will not be emphasised in the grading.

2. Day examination of 3 hours that will be graded A-F (counts 50% of the individual total grade).

Pensum liste

Pensum kan kjøpes hos Mjøsbok:

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Obligatorisk pensum

Peter, J. Paul (2005): Consumer behavior and marketing strategy / J. Paul Peter, Jerry C. Olson. - 7th ed., McGraw-Hill international edition, Boston. Paperback:ISBN:0-07-1111778

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