English   Danish

2017/2018  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, Professor of Marketing, Chair, Department of Management, 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.msc@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Marketing
Last updated on 23/07/2018

Relevant links

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 behaviour
  • Apply theoretical models of consumer behaviour to real world problems
  • Describe how consumer behaviour patterns can be used to effectively identify and target market segments
  • Describe the social-cultural forces that affect consumer behaviour
Course prerequisites
Students must have completed a Principles of Marketing Course
Undergraduate Consumer Behaviour and Customer Analysis:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: 26/27 June - 30 July 2018. Please note that exam will start on the first teaching day and will run in parallel with the course.

Retake exam: September - October 2018

3rd attempt (2nd retake) exam: November - December 2018

Exam schedule is available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams.
Make-up exam/re-exam
Same examination form as the ordinary exam
Home project assignment, new exam question (72-hour home assignment)
Course content and structure

This course is designed to build upon the overview of consumer behavior presented in basic marketing courses.  It introduces students to marketing and psychological theoretical frameworks that are used for understanding and analyzing how consumers make decisions.  These models focus on behavioral decision making, self concept, perceptions, motivation, and learning. These models are designed to help marketers develop appropriate strategies of communicating with consumers and motivating them to purchase their brands. The course also examines social and cultural influences on consumer behavior, as well as the developing field of behavioural economics. 


Preliminary assignment:  Students will complete the online Values and            Lifestyles Survey http://www.strategicbusinessinsights.com/vals/presurvey.shtml and bring a hardcopy of the output, as well as a short commentary as to why or why not they believe their results adequately describe their lifestyles 

Class Topic

Class 1 Introduction to Consumer Behavior

Class 2 A Consumer Society

Class 3 Preliminary Assignment Due

Behavioral Economics – Explaining the seemingly irrational

Class 4 Shopping, Buying, Evaluating – Individual Decision Making

Class 5 Perception and Self

Class 6 Motivation, Values, and Lifestyles

Class 7 Learning and Memory

Class 8 Attitudes and Attitude Change

Class 9 Group Influences and Opinion Leadership 

Class 10 Family Structures, Social Class

Class 11 Culture and Consumer Behavior Comprehensive Review

Teaching methods
In addition to lectures and video clips, students will be complete -either individually or in small groups, a series of experiential and applied exercises during class time.
Feedback during the teaching period
By the 6th class, students need to submit a proposed topic for the final exam project. This will involve identifying the purchase being considered as well as a brief explanation of why the purchase qualifies as high involvement.
The proposed topic must be handed in to the course instructor for his/her approval no later than 12 July 2018. The instructor must approve the research question (problem formulation) no later than 17 July 2018. The approval is a feedback to the student about the instructor's assessment of the problem's relevance and the possibilities of producing a good report.
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 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.


Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams.


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end February 2018 at the latest.

Expected literature

Mandatory readings:


Consumer Behaviour: A European Perspective 6th Edition
by Michael Solomon (Author), Gary Bamossy (Author), Soren Askegaard (Author), Margaret K. Hogg  (Author)
Be the first to review this item (Earlier editions are acceptable)

Last updated on 23/07/2018