This course will explore the principle theories of brand choice behaviour drawn from psychology, sociology and marketing literatures. In the first part, students will have the opportunity to test many of these theories in action. In the second part, working with larger datasets, students will discover the bigger patterns at play, and challenge their own earlier findings. As a result, it is hoped that students will discover the importance of, and see how to apply, some practical scientific laws of marketing and understand consumer behaviour.In the first part of this course students will learn why and how perception, attitude and intention measures are developed and administered and the results analysed by marketers as important predictors of sales. We will then conduct a series of research exercises to test these measures in action and assess their reliability. Things may not always be what they seem! In the second part of the course you will explore how past behaviour might be a better predictor of future behaviour by running some simple analysis on large scale behavioural data. We predict that the results will be astonishing. They should confirm the laws of marketing, but in the field of empirical generalisation you never know quite what you will discover next.

Course leader
Dr Dag Bennett & Dr Charles GrahamDag Bennett is the Director of the Ehrenberg Centre for Research in Marketing. He has a PhD in Marketing and an MBA from Indiana University in International Business and Marketing. In over 15 years of commercial e

Target group
This course is designed for anyone worried about marketing manipulation but who has an interest in discovering the predictable scientific truths which underpin consumer behaviour.

Course aim
By the end of this course you will: Understand and recognise how and where marketers have adopted principles of psychology, sociology and information technology in order to influence consumer choice; Have acquired and compared contradictory evidence from marketing science with evidence of current commercial marketing thought and practice; Be inspired to take on a more questioning approach to received wisdom in marketing in general and in consumer behaviour in particular.

Fee info
GBP 1500: tuition fee only

King's College London
Address: Strand, London
Postal code: WC2R 2LS
City: London
Country: United Kingdom
Website: http://www.kcl.ac.uk/summer
E-mail: summerschool@kcl.ac.uk
Phone: +44 20 7848 1533