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2017/2018  KAN-CBCMO1000U  Perspectives on Consumer Behaviour

English Title
Perspectives on Consumer Behaviour

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course First Quarter, Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Thyra Uth Thomsen - Department of Marketing (Marketing)
Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Customer behaviour
  • Marketing
Last updated on 30-05-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: At the end of the course the student is expected to be able to:
  • Identify and explain the difference between behavioral, cognitive, experiential, and cultural theories when analyzing specific consumer behavior.
  • Select, explain and apply relevant key terms, definitions, concepts, theories and models covered in the course to analyse consumer behavior in a specific case setting.
  • Analyze and describe how a marketer could use relevant theories and models covered in the course to influence consumer behavior in a specific case setting.
  • Present a clear and coherent argument for your selection of key theories and models and follow academic conventions in your written presentation.
Perspectives on Consumer Behaviour:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Oral group exam based on written group product
Number of people in the group 4-5
Size of written product Max. 15 pages
The project is written in groups of 4-5 students. In the oral group-based examination all students can be examined in the entire project and the entire course literature.
The exam can be completed individually if a student wishes to do this then they must write a 10 page project.
Assignment type Project
Written product to be submitted on specified date and time.
10 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

Make-up/re-exam will take place in the Fall with a report submission deadline in October. If the student did not pass the regular exam, a new or a revised project, cf. advice from the examiner of the ordinary exam, must be handed in by the new deadline.

* if a student is absent from the oral exam due to documented illness but has handed in the written group product she/he does not have to submit a new product for the re-take.  However the group product must be uploaded once again on Digital Exam.

* if a whole group fails the oral exam they must hand in a revised product for the re-take.

* if one student in the group fails the oral exam the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if he/she has to hand in a revised product for the re- take.

Course content and structure

Aim of the course
The key aim of the course is to gain an understanding of the consumer and their responses to brand communication as an input into the decision-making processes of the marketing and brand manager communication. Consumers are and have been the central focus of brands since the emergence of branded products at the end of the 18th century.  The brand promise (and identity) has been the manufacturer's (now service / value providers’) attempt to achieve desired consumer responses, but it is the consumer's response to brands that determines whether a brand is successful or not.  This course aims to give you an in-depth insight into the influences, reasonings and outcomes of consumer behaviour.  It deals with the crucial issues of why consumers buy what they buy and how marketers may respond to this.

Consumers can be understood in many ways depending on how we look at them. The course introduces the student to different approaches to understanding consumer behaviour: behavioural, cognitive, experiential, and cultural approaches.  It examines the assumptions underlying each of these approaches, as well as their strengths and limitations in relation to the decision processes of marketing managers.  Through the course the student is introduced to ways of analysing consumer behaviour and repercussions for developing branding programmes and strategies. Students are encouraged to apply this knowledge to actual products and services.

Course progression
Consumer Behaviour is a foundation course in the study program.

Teaching methods
This course is delivered in a blended learning format. That is, we combine online material and lectures with in-class discussions and workshops. Blended learning (the mix of online and offline platforms) creates a powerful learning environment for students, which we intend to use to its fullest potential. The course consists of online lectures and materials, online activities (e.g. online discussion forum, and/or peer graded assignments), and on-campus group work and in-class discussion. The class is highly interactive both online and offline with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
This course includes peer feedback and class wrap-ups.
Student workload
Teaching 30 hours
Preparation 126 hours
Exam 50 hours
Expected literature

Text collection and research papers (Indicative literature - more literature will be announced upon enrollment):


Last updated on 30-05-2017