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2015/2016  BA-BIMKV1018U  Consumer Behaviour

English Title
Consumer Behaviour

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Quarter
Start time of the course Second Quarter, Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Thyra Uth Thomsen - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
Last updated on 16-02-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: The course supports students in learning how to understand and apply basic consumer behavior theory. At the end of the course, the excellent student should be able to
  • Select and explain key terms, definitions, concepts, theories and models covered in the course that are relevant to a specific case setting
  • Apply the selected key terms, definitions, concepts, theories and models to analyse consumer behavior in the specific case setting.
  • Identify and discuss practical implications and limitations of applying specific theories, models, and concepts from the course.
  • Present a clear and coherent argument for your choice of relevant theories and models and follow academic conventions in your written presentation
  • Demonstrate the ability to reflect on your own activities and interactions throughout the course by identifying a portfolio of own contributions and arguing for their substantiveness and relevance for solving the exam case.
Consumer Behaviour:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Report
Duration 2 weeks to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter and Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure


Knowing consumers’ attitudes, motives, behaviour, and interpretations are often the key to market success. This course introduces students to basic consumer behaviour theories and models that are useful to gain such insights. Students will learn how consumers consume in terms of acquisition, appreciation, and use of consumer goods. The course will focus on both internal and external drivers of consumer behavior. Based on this, students will learn how to apply their knowledge about consumer behavior in a marketing context.

Teaching methods
This course is taught entirely online. The course will run over 8 weeks (= 8 sessions). Each session consists of online lectures and activities which students are expected to work through within the week. The learning content consists of asynchronous online lectures, discussions, quizzes, and individual and/or group assignments. In order to achieve the full outcome of the course, it is important that students are willing to participate in online activities throughout the course. Student participation will be targeted at producing insights that are meant to be covered in the final exam project. The lecturers will be available for asynchronous and/or synchronous online discussions throughout the 8 weeks in which the course runs. The course readings primarily consist of a textbook, which will be supplemented with selected research papers.
Further Information

Online course

Last updated on 16-02-2015