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2018/2019  KAN-CCMVI2014U  Graduate Consumer Behaviour

English Title
Graduate Consumer Behaviour

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Dr Maxwell Winchester, Head of Scholarship & Professional Learning, First Year College, Victoria University, Email: mwi.msc@cbs.dk
    Maxwell Winchester - Department of Management, Society and Communication (MSC)
For academic questions related to the course, please contact the course instructor.

Other academic question: contact academic director Sven Bislev at sb.msc@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Business psychology
Teaching methods
  • Face-to-face teaching
Last updated on 29-05-2019

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Assess the key academic literature in the field of consumer behaviour
  • Appraise cognitive models including cultural, social and psychological influences
  • Apply behavioural models including Double Jeopardy, Duplication of Purchase Law and District Theory
  • Evaluate the strategic and tactical implications associated with alternative consumer behaviour theories
  • Question the value of traditional marketing practice and reflect on how the different approaches impact the marketing profession
Course prerequisites
Introductory Marketing Course; completed Bachelor degree or equivalent
Graduate Consumer Behaviour:
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: Home Assignment: 25/26 June - 29 July 2019. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: Home Assignment: 72-hour home assignment: 8-11 October 2019 - for all ISUP courses simultaneously.
3rd attempt (2nd retake): 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
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question.

Exam for for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question.
Course content and structure

This interdisciplinary course offers an opportunity for the student to critically consider common approaches to marketing in light of empirical evidence. The course emphasises the use of knowledge, about consumer behaviour in marketing decisions underpinned by empirical marketing science. Initially, an overview of traditional consumer behaviour models is presented. These models are then challenged with empirical evidence and alternative approaches are discussed. Finally, practical marketing implications are considered.


Preliminary assignment: Multiple Choice Test

Class 1: Introduction to Consumer Behaviour 
Class 2: Influences on CB (1)
Class 3: Influences on CB (2)
Class 4: Questioning the Dominant Paradigm
Class 5: Behaviourism in Consumer Behaviour
Class 6: Empirical Generalisations in Consumer Behaviour

Feedback activity: Case Study with in class discussion
Class 7: Implications: Loyalty & Brand Growth
Class 8: Implications: Marketing Strategy
Class 9: Implications: Promotions & Branding
Class 10: Implications: Pricing
Class 11: Comprehensive Review


Description of the teaching methods
This is a course where learners are responsible for managing their own time in completing prescribed reading, undertaking further research and completing assessment tasks. Students are expected to participate in practical problem solving sessions, usually through team work in class, and through case study analysis. Classes are run in workshop style rather than lecture.
Feedback during the teaching period
Case study to be discussed in class 6.

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 11 July 2019. The instructor must approve the research question (problem furmulation) no later than 16 July 2019. The approval is a feedback to the student about the instructor's assessment of lthe 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 vlaue 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 applicaitons. 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:


Sharp, B. (2010).  How Brands Grow.  OUP: Melbourne.


Additional relevant readings:


Additional readings will be available in LEARN

Last updated on 29-05-2019