Academic year
2025-26
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: Lousberg Valesca
Languages: Dutch
Scheduled for: 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.
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 |
| 1st examination period | Project assignment | 100,00 | |
Evaluation(s) for re-sit exam
| Moment | Form | % | Remark |
| 2nd examination period | Project assignment | 100,00 | |