Academic year
2024-25
Is found in:
- Associate Degree of Marketing and Communication Support (Antwerp), programme stage 1
This is a single course unit.
Study load:
3 credits
Teaching staff: Francken Mario, Tyteca Thomas, Van den Bossche Jeremie, Van de Velde Michael, Willems Ann
Languages: Dutch
Scheduled for: Semester 1 or Semester 2
This course unit is marked out of 20 (rounded to an integer).
Prerequisites
There are no prerequisites for this course.
Re-sit exam: is possible.
Possibility of tolerance: This course unit is eligible for tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours
Learning outcomes (list)
The associate applies the appropriate marketing and/or communication techniques to support the marketing and/or communication activities.
| The student explains the concepts of demographic, psychographic, and geographic characteristics and behavioral criteria
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| The student will discuss what reference groups are and demonstrate how they influence consumers' product and shopping choices
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| From Maslow's hierarchy of needs, the student distinguishes biogenic and psychogenic needs
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| The student explains how consumers gather information and how we as marketers can capitalize on it
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| The student will have an understanding of the concepts of demographic, psychographic and geographic characteristics and behavioral criteria in market segmentation
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| The student will describe buying motives and how they are influenced by the buying environment
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| The student will discuss what developments affect the retail environment
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| The student will explain how the concept of identity affects consumer behavior and explain how products and services are extensions of one's identity
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| The student will demonstrate that ideals of beauty are highly place, time, and culture specific
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The associate uses analytics in measuring and interpreting the impact of a message.
| The student will explain the concept of attitude and discuss its importance (and limitation) as a predictor of consumer behavior
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The associate relies on his/her own creativity, social awareness and responsibility when maintaining a problem solving and target group focus.
| The student dissects the consumer motivation process which consists of needs, wants, and goals
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| The student will examine the influence of culture on consumer behavior and choices
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Study material (list)
Online Learning material on DigitapMandatoryEvaluation (list)
Evaluation(s) for first exam chance
| Moment | Form | % | Remark |
| Eerste examenperiode | Portfolio | 100,00 | |
Evaluation(s) for re-sit exam
| Moment | Form | % | Remark |
| 2nd examination period | Portfolio | 100,00 | |