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2018/2019  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, California State University, San Marcos, glenbrod@csusm.edu
    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 ISUP academic director, Sven Bislev at sb.msc@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 10/01/2019

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 behavior.
  • Apply theoreival models of consumer behavior to real world problems
  • Describe how consumer behavior patterns can be used to identify and target market segments.
  • Describe social-cultural forces that affect consumer behavior.
Course prerequisites
Students must have completed an Introduction to Marketing Course
Undergraduate Consumer Behaviour and Customer Analysis:
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) One internal examiner
Exam period Summer, Ordinary exam: 4 hour written exam in the period of 30 July - 2 August 2019
Retake exam: 4 hour written exams in the period of 1-7 October 2019
3rd attempt (2nd retake) exam: 72-hour home assignment- 25-28 November 2019 – for all ISUP courses simultaneously

Exam schedules available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
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
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.
Retake exam: 4 hour written sit-in exam, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages.
Course content and structure

This course builds upon the overview of consumer behaviour presented in basic marketing courses.  It introduces students to marketing and psychological theoretic frameworks that are used for understanding and analyzing how consumers make decisions.  
These models focus on behavioural decision making, self concept, perception, motivation, learning, and attitude formation.  They help marketers develop appropriate strategies for communicating with consumers and motiving them to purchase the brands that they offer.  The course also examines how consumer behavior is influenced by social, cultural, and political forces.  It also introduces the emerging field of behavioral economics.


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

Class 1 Introduction to ConsumerBehavior, Preliminary Assignment DUE

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 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


Description of the teaching methods
A combination of lecture, class discussion, in-class activities will be used.
Feedback during the teaching period
Class 6 - students have the option to submit a short essay reflecting on their own high- and low-involvement purchase decisions
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 2019 at the latest.

Expected literature

Mandatory readings:


Solomon, Michael Consumer Behavior - Buying, Having and Being 12th Edition
ISBN-13: 978-0134129938 ISBN-10: 9780134129938

Last updated on 10/01/2019