Courses of the Marketing and Consumer Behaviour Group

The Marketing and Consumer Behaviour Education program has two specialisations
Marketing Management and Consumer Behaviour.

The Wageningen University Marketing and Consumer behaviour program is unique in the Netherlands in combining the depth of a specialisation in either marketing or consumer behaviour with coverage of the basics of the complementary field. This is reflected in the course program and the teaching staff, who combine in depth understanding and scientific publication within their own pillar with collaboration with staff from the other pillar.

The complementary nature of consumer and marketing management is outlined in the course "Introduction to Management and Consumer studies". In the module "selected themes in marketing and consumer behaviour", students from the two pillars "consumer behaviour" and "marketing management" learn to work together in this module by addressing current, real life issues with sophisticated marketing and research techniques.


Marketing management

Students are introduced into the practice of marketing management with the module "management and marketing". It is possible to do this introductory module on marketing management as a self-education module. Afterwards, students who want to do a major in marketing management have to do both "advanced management and marketing" as well as "supply chain management". Students who want to do a minor in marketing management can choose between these two advanced level modules. Afterwards, these students are ready to do a minor in marketing management. Students who want to do a major in marketing management have to do the module  "selected themes in marketing and consumer behaviour". Besides specialized marketing management courses, we advice all students who want to do a thesis in marketing management to build a basic knowledge of consumer behaviour. A basic knowledge of consumer behaviour is mandatory for all students who want to do a major in in marketing management. Then

Consumer behaviour

The theoretical basis for consumer behaviour is laid down in the module "Principles of Consumer Studies". This module or a similar module in another university is mandatory for all students who want to do a major in consumer behaviour. Afterwards students who want to major in consumer behaviour have to learn how to apply this knowledge to set up a consumer research project in the module "ied Consumer Studies". Afterwards, students who want to do a major in consumer behaviour have to do both "Consumer Behaviour" as well as "Sensory perception and consumer preference". Students who want to do a minor in marketing management can choose between these two advanced level modules. Afterwards, these students are ready to do a minor in consumer behaviour. All students who want to do a major in consumer behaviour have to do the module "Selected Themes in Marketing and Consumer Behaviour".



Course overview (Study Handbook)