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2017/2018  BA-BPSYO1541U  Consumer Behaviour and Market Analysis

English Title
Consumer Behaviour and Market Analysis

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc/MSc in Business Administration and Psychology, BSc
Course coordinator
  • Antonia Erz - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
Last updated on 15-12-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Describe, classify, combine, discuss and reflect upon relevant theories, constructs and models of consumer behaviour
  • Identify, discuss and reflect upon implications of consumer behaviour research for marketing practice and the wider context
  • Analyze practical examples and cases by identifying and applying relevant theories and models and suggest solutions
Course prerequisites
This course builds on some of the courses of the preceding semesters. Students will have to move their focus from the organization to the market and take a marketing perspective.
Forbrugeradfærd og markedsanalyse:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Summer and Summer
Aids Limited aids, see the list below:
The student is allowed to bring
  • Any calculator
  • Language dictionaries in paper format
The student will have access to
  • Advanced IT application package
At all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player). PLEASE NOTE: Students are not allowed to communicate with others during the exam : Read more about exam aids and IT application packages here
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.
Course content and structure

The overall goal of the course is to enable students to theoretically connect consumer behaviour research, based on fundamental psychological theories and models, with marketing models and theories, and gain an understanding of a market-view. Moreover, students’ analytical skills will be trained by analyzing practical examples and cases based on the theoretical foundations.


Consumer behaviour research aims at explaining how consumers make decisions in the marketplace, and the course introduces students to theories and models of consumer behaviour. Thereby, this course builds on and extends students’ knowledge from preceding courses on cognitive psychology and personality and social psychology. We will draw from fundamental theories, covering the four broad areas of consumer behaviour research: First, consumers in the marketplace, looking at consumer behaviour from a marketing perspective; second, consumers as individuals, covering areas such as perception, learning/memory , motivation, the self and personality; third, consumers as decision-makers, looking into theories and models of individual decision-making; and fourth, consumer groups, covering relevant theories from social psychology and cultural research.


Consumer behaviour research goes beyond the study of what and why we buy; it also takes into consideration how marketers influence consumers and how consumers use the products and services marketers sell.  A comprehensive understanding of the consumer is the foundation of all major marketing activities, namely product development, price and distribution strategies, and all marketing communications, and of any market research and analysis activities. More specifically, understanding perceptions, motivations, learning, attitudes, experiences, cultures and behavior of consumers has implications for marketing that go beyond choosing the right brand name or color of an advertisement.


Therefore, we will extend on the underlying theories of consumer behaviour and develop a basic theoretical understanding of marketing. A selection of basic marketing terms, principles and theories will supplement the syllabus. Moreover, we will touch upon the digital consumer and the relatively young and under-researched phenomenon of social media, where the consumer not only interacts with the company but also with other consumers.

Implications of current consumer behaviour research will be derived and discussed for the practice of marketing.

Teaching methods
This course is offered as a blended learning course. This means, lecturing will mostly take place in the classroom, and exercises will mostly take place online. Exercises will follow a schedule and will include individual and group work where students are asked to work with the concepts, theories and constructs of the course to revise past lectures and prepare subsequent lectures. For the exercises, students will work with audio, video, text and other media formats. Students will have to sign up for exercise groups at the beginning of the semester. The exercise schedule will be available on Learn at the beginning of the semester.
Feedback during the teaching period
Students will receive feedback online or during the lectures in written or oral format.
Student workload
Forelæsninger 24 hours
Øvelser 20 hours
Expected literature


  • Isabelle Szmigin & Maria Piacentini (2015): Consumer Behaviour. Oxford University Press. ISBN 978-0-19-964644-9
  • Selected journal articles/book chapters: Links/excerpts will be available on Learn at the beginning of the semester.


Specific reading instructions will be given at the beginning of the course.

Last updated on 15-12-2017