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2017/2018  BA-BPSYO1541U  Consumer Behaviour and Market Analysis

English Title
Consumer Behaviour and Market Analysis

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc/MSc in Business Administration and Psychology, BSc
Course coordinator
  • Antonia Erz - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
Last updated on 03-07-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Describe, classify, combine and discuss relevant theories and models of consumer behavior
  • Discuss and reflect upon implications from research for marketing practice
  • Analyze practical examples and cases by applying relevant theories and models and suggest solutions
  • Describe and explain methods of consumer behavior research
Course prerequisites
This course builds on some of the courses of the preceding semesters. Students should be willing to move their focus from the organization to the market and take a marketing perspective.
Forbrugeradfærd og markedsanalyse:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Summer and Summer
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player), and the student is allowed to bring simple writing and drawing utensils (non-digital). PLEASE NOTE: Students are not allowed to communicate with others during the exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Course content and structure

The overall goal of the course is to enable students to theoretically connect consumer behavior research, based on fundamental psychological theories and models, with marketing models and theories and derive implications for marketing practice. Moreover, students’ analytical skills will be trained by analyzing practical examples and cases based on the theoretical foundations.


Consumer behavior research aims at explaining how consumers make decisions in the marketplace, and the course introduces students to theories and models of consumer behavior. Thereby, this course builds on students’ knowledge from preceding courses on cognitive psychology and personality and social psychology. We will draw from fundamental psychological theories, covering the four broad areas of consumer behavior research: First, consumers in the marketplace, looking at consumer behavior from a marketing perspective; second, consumers as individuals, covering areas such as perception, learning/memory , motivation, the self and personality; third, consumers as decision-makers, looking into theories and models of individual decision-making; and fourth, consumer groups, covering relevant theories from social psychology.


Consumer behavior research goes beyond the study of what and why we buy; it also takes into consideration how marketers influence consumers and how consumers use the products and services marketers sell.  A comprehensive understanding of the consumer is the foundation of all major marketing activities, namely product development, price and distribution strategies, and all marketing communications, and of any market research and analysis activities. More specifically, understanding perceptions, motivations, learning, attitudes and behavior of consumers has implications for marketing that go beyond choosing the right brand name or color of an advertisement.


Therefore, we will extend on the underlying psychological theories of consumer behavior and develop a basic theoretical understanding of marketing. A selection of basic marketing terms, principles and theories will supplement the syllabus, and we will touch upon theories and models that determine today’s role of marketing, such as the service-dominant logic, the diffusion of innovations or the co-creation of value. Moreover, we will touch upon the digital consumer and the relatively young and under-researched phenomenon of social media, where the consumer not only interacts with the company but also with other consumers.

Implications of current consumer behavior research will be derived and discussed for the marketing of private businesses as well as public institutions.

Teaching methods
This course is offered as a blended learning course. This means, lecturing will take place in the classroom, and exercises will mostly take place online. Exercises will follow a schedule and will include individual and group work where students are asked to work with the concepts, theories and constructs of the course to revise past lectures and/or prepare subsequent lectures. The exercise schedule will be available on Learn at the beginning of the semester.
Feedback during the teaching period
Student workload
Forelæsninger 24 hours
Øvelser 10 hours
Further Information

Offered for the first time in spring 2017

Expected literature


  • Michael Solomon (2015), Consumer Behavior. Buying, Having, and Being. Pearson, 11th ed.
  • Selected journal articles/book chapters: Links/excerpts will be available on Learn at the beginning of the semester.


Specific reading instructions will be given at the beginning of the course.

Last updated on 03-07-2017