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2017/2018  BA-BHAAI1070U  Consumer Behaviour and Social Marketing

English Title
Consumer Behaviour and Social Marketing

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 - Jan Michael Bauer, assistant professor, CBS, jmb.msc@cbs.dk Kristian Roed Nielsen, assistant professor, CBS, krn.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
  • Methodology and philosophy of science
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:
  • Display a theoretical understanding of consumer behaviour, marketing and social marketing
  • Demonstrate the ability to translate consumer theory and research hypotheses into a suitable research design
  • Critically assess the advantages and disadvantages of the respective theories and methods for solving a specific (social) marketing problem
  • Reflect on the ethical and social aspects of influencing consumer behaviour for commercial or societal causes
Course prerequisites
Basic statistics
Consumer Behaviour and Social Marketing:
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 aims at providing students with theoretical and practical knowledge of consumer behaviour in the context of marketing in general and social marketing in specific. It takes on a multidisciplinary approach drawing from psychology, consumer research, marketing science, and behavioural economics that allows a holistic understanding of how consumers behave. Based on these theoretical frameworks, students get familiar with a range of tools to foster behavioural change, e.g social marketing or nudging, and learn to apply them in practice. Students will become acquainted with formulating research questions and proposing (social) marketing solutions to real-life issues regarding social and environmental problems. Students will engage in a critical discussion on the use of behavioural and marketing techniques by policy makers and the private sector.


Preliminary assignment: 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.

1 Introduction: theory and methods in consumer research, marketing & social marketing
2 Cognitive theories of behaviour
3 Methods of data collection
4 Cognitive research case
5 Intention behaviour gap and extended theories for social marketing
6 Dual process theory and decision heuristics
7 Contextual factors & (ir)rational behaviour
8 Study designs in marketing & consumer research
9 Behavioural research case
10 Ethical considerations & public use of (social) marketing
11 Comprehensive review

Teaching methods
This course will use a balanced mix between lectures, group work and application.
Feedback during the teaching period
A feedback activity defined by the course instructor will take place approx. half-way through the course
All Home Project Assignments/mini projects are based upon a research question (problem formulation) formulated by the students individually, and 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 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.


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:


Andreasen, A.R., 2002. Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy & Marketing, 21(1), pp.3–13.
Bertrand, M., Mullainathan, S. & Shafir, E., 2006. Behavioral Economics and Marketing in Aid of Decision Making Among the Poor. Journal of Public Policy & Marketing, 25(1), pp.8–23.

Jackson, T., 2005. Motivating Sustainable Consumption.
Johnson, E.J. et al., 2012. Beyond nudges: Tools of a choice architecture. Marketing Letters, 23(2), pp.487–504.

Rothschild, L.M., 1999. Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors. Journal of Marketing, 63(4), pp.24–37.

Sunstein, C.R., 2016. Fifty Shades of Manipulation. Journal of Marketing Behavior, 1(3–4), pp.213–244.


Additonal relevant readings:


East, Wright, Vanhuele, 2013. Consumer Behaviour – Applications in Marketing, Chapter 7,8.

Saunders, M., Lewis, P. Thornhill, A., 2016. Research Methods for Business Students, Chapter 5, 11.

Last updated on 23/07/2018