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2016/2017  BA-BHAAI1003U  Undergraduate Consumer Behavior and Customer Analysis

English Title
Undergraduate Consumer Behavior and Customer Analysis

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 120
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Glen H. Brodowsky Ph.D., Professor of Marketing, California State University San Marcos, ghb.msc@cbs.dk
    Sven Bislev - Department of Management, Society and Communication (MSC)
In case of any academic questions related to the course, please contact the course instructor or the academic director, Sven Bislev at sb.ikl@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Marketing
Last updated on 15/06/2017
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Demonstrate an understanding of the theories and models of consumer behavior
  • Describe how consumer behavior patterns can be used to effectively identify and target market segments
  • Identify consumer behaviors and trends by learning and applying basic qualitative research techniques
Course prerequisites
Must have completed introductory marketing principles course.
Undergraduate Consumer Behaviour:
Exam ECTS 7.5
Examination form Written sit-in exam
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: End of July - beginning of August 2017.

Retake exam: End of September - beginning of October 2017.

3rd attempt (2nd retake) exam: End November - beginning of December 2017.

Exam schedule is available on http://www.cbs.dk/summer http:/​/​www.cbs.dk/​uddannelse/​summer-university-programme/​exam.
Aids allowed to bring to the exam Open book: all written and electronic aids, including internet access
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.
4 hour written sit-in exam, new exam question.

Exam form for 3rd attempt (2nd retake): 72 hours home project assignment, max. 10 pages.
Course content and structure

This course focuses on understanding the buying and consumption behavior of individuals and groups. Students are asked to examine their own buyer decision making through a mandatory midterm assignment.  In addition to traditional, psychology based models of and theories of consumer behavior, we also investigate newer models from the emerging field of behavioural economics.


Class 1: Introduction to Consumer Behavior

Class 2: A Consumer Society

Class 3: Behavioral Economics  - Explaining the Seemingly Irrational

Class 4: Shopping, Buying, Evaluating – Individual Decision Making

Class 5: Perception and the Self

Class 6: Motivation, Values, and Lifestyles (Feedback Activity Due)

Class 7: Theories of Learning and Memory

Class 8: Theories of Attitudes and Attitude Change

Class 9: Group Influences and Opinion Leadership /Family Structures, Social Class

Class 10: Culture and Consumer Behavior

Class 11: Comprehensive Review

Teaching methods
In addition to lectures, students will complete, either individually or in small groups, a series of experiential and applied exercises during class time. Theses exercises are included in the supplemental text by Graham listed below. These exercises apply the theories described in the main text by Solomon
Student workload
Preliminary assignment 10 hours
Classroom attendance 33 hours
Preparation 144 hours
Feedback activity 7 hours
Examination 12 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.


Feedback Activity: A feedback activity defined by the course instructor will take place approx. half-way through the course.


Course timetable is available on http://www.cbs.dk/uddannelse/summer-university-programme/courses.


Expected literature

Solomon, Michael, Gary Bamossy, Søren Askegaard, Margaret Hogg (2016). Consumer Behaviour: A European Perspective. 6th Edition. Pearson.


Graham, Judy $. (n.d.). Critical Thinking in Consumer Behavior. 2nd Edition. Pearson.



Last updated on 15/06/2017