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2012/2013  KAN-BCM_BC50  Perspectives on Consumer Behaviour

English Title
Perspectives on Consumer Behaviour

Course information

Language English
Exam ECTS 7.5 ECTS
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 - Department of Marketing
  • Torsten Ringberg - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 09-07-2012
Learning objectives
At the end of the course the student is expected to be able to:
  • Explain and apply the key terms, definitions, concepts and models used in the study of consumer behavior.
  • Differentiate between both applications and implications of behavioral, cognitive, experiential, and cultural approaches to analyzing consumer behavior.
  • Demonstrate how as a marketer you can use your knowledge of consumer behavior concepts to influence those behaviors
  • Based on the above, reflect incisively and critically over the influences, rationales and outcomes of consumer behavior grounded in a specific case setting.
Perspectives on Consumer Behaviour:
Type of test Written Exam
Marking scale 7-step scale
Second examiner No second examiner
Exam period Autumn Term
Aids Open Book, Written and Electronic Aid is permitted
Duration 4 Hours
Individual 4 hour written exam (all written and technical aids are allowed at the exam). The regular exam will take place in November. The make-up/re-exam will take place in January/February. Make-up/re-exams require registration
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 manufacturer'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.  It deals with the crucial issues of why consumers buy what they buy and how marketers may respond to this.

Consumers can be understood in many ways depending on how we look at them. The course introduces the student to different approaches to understanding consumer behaviour: behavioural, cognitive, experiential, and cultural 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 and students are encouraged to apply this knowledge to actual products and services.

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

Teaching methods
Teaching takes place in large classes and consists of a mixture of dialog-based lectures, discussions, presentations, assignments and topical exercises.
Expected literature

Compendium +
Bryman, Alan & Bell, (Emma 2011) "Business Research Methods", 3rd Edition. Oxford University Press - Please note: No exact readings from this book will be given in class. You are expected to read the book and be able to draw on the methods for this course as well as Socio-Cognitive Science of Branding

Last updated on 09-07-2012