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2010/2011  KAN-MCM_MC57  Consumer Behaviour

English Title
Consumer Behaviour

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Autumn
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
Thyra Uth Thomsen
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Exam Period Autumn Term
Individual 4 hour written exam (all written and technical aids are allowed at the exam). Cf. The Regulations for written tests at CBS. The exact week, date and time of the exam will be announced later. The exam is internal and assessment will be made by a teacher alone, cf. the General Degree Regulation § 25, S. (1). The regular exam will take place in November 2011. The make-up/re-exam will take place in January 2011. Make-up/re-exams require registration
Prerequisites for Attending the Exam
Course Content

Aim of the course
The key aim of the course is to gain an understanding of the consumer and their responses to brand communication as an input into the decision-making processes of the marketing communication / brand manager. Consumers are and have been the central focus of brands since their emergence at the end of the 18th Century. The brand promise (and identity) has been the manufacture's (now service / value providers’) attempt to achieve desired consumer responses, but it is the consumer's response to brands that determines whether a brand is successful or not. The subject of consumer behaviour aims to give you an in-depth insight into the influences, reasonings and outcomes of consumer behaviour, from a broad cultural understanding of consumption behaviour to a cognitive understanding of consumer decision-making. It deals with the crucial issues of why consumers buy what they buy and how marketers may respond to this.

The course introduces the student to different approaches to understanding consumer behaviour: behavioural, experiential, cultural and cognitive approaches. It examines the assumptions underlying each of these approaches, their strengths and limitations in relation to the decision processes of marketing managers. Through the course the student is introduced to ways of analysing consumer behaviour and repercussions for developing branding programmes and strategies. Key trends in consumer behaviour are discussed and students are encouraged to apply this knowledge to actual products and services.

Course progression
Consumer Behaviour is a foundation course on the Marketing Communication Management concentration and runs concurrently with Strategic Brand Management.


McCracken, Grant (1988). The Long Interview. Sage
Solomon et al. (2010). Consumer Behaviour: A European Perspective. Prentice Hall