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2019/2020  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 140
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Tiffany Winchester - Department of International Economics, Governance and Business (EGB)
For academic questions related to the course, please contact instructor Tiffany Winchester at twi.egb@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Online teaching
Last updated on 16/04/2020

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Identify the psychological concepts associated with consumer behaviour and determine how they may influence marketing mix decisions
  • Examine the social and cultural forces impacting consumer behaviour and judge how it could impact decision-making
  • Appraise the influences on decision-making and question the decision-making process of consumers
  • Compare and contrast consumer decision making models and evaluate their implications for marketing strategies
Course prerequisites
Students must have completed an Introduction to Marketing course
Undergraduate Consumer Behaviour and Customer Analysis:
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-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: Home Assignment: 23/24 June-24 July 2020. 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: 5–8 October 2020 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 23–26 November 2020 – 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 form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question.
Course content, structure and pedagogical approach
This course builds upon the overview of consumer behaviour presented in introductory marketing courses. It draws upon the concepts and theories developed in the psychological and social sciences to provide students with insight into the drivers of consumer behaviour, including the analysis of how consumers make decisions.
The knowledge obtained in this unit can be of significant benefit to both individual consumers, who can use it to make better consumption decisions, and to both for-profit and not-for-profit organisations who can apply it to develop more effective marketing strategies.
Preliminary assignment:
Class 1: Internal: Motivation, ability, and opportunity
Class 2: Internal: From exposure to comprehension
Class 3: Internal: Memory and knowledge
Class 4: Internal: Attitudes
Class 5: External: Social influences and word of mouth
Class 6: External: Cultural influences
Feedback activity:
Class 7: Decision-Making: Problem recognition and information search
Class 8: Decision-Making: Judgement and evaluation
Class 9: Implications: Assumptions and laws
Class 10: Implications: Ethics, social responsibility, and social marketing
Class 11: Course review


Description of the teaching methods
This year all courses are taught digitally over the Internet. Instructors will apply a mixture of direct teaching through a live link (like Skype, Team, Zoom…) and indirect, where visual pre-recorded material is uploaded on Canvas. The instructor will inform participants about the precise format on Canvas.
Feedback during the teaching period
The feedback activity will take place online.

Home Project Assignments/mini projects are based on a research question (problem formulation) formulated by the students individually. Approval deadline will be defined by the instructor. Hand-in of the problem formulation directly to the instructor by the 3rd teaching week.
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 March 2020.

Expected literature

Mandatory readings:


Consumer Behavior , 7th Edition, 2018
Wayne D. Hoyer; Deborah J. MacInnis; Rik Pieters



Additional relevant readings:


Additional readings will be provided online

Last updated on 16/04/2020