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2019/2020  BA-BHAAI1070U  Consumer Behaviour and Social Marketing

English Title
Consumer Behaviour and Social Marketing

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
  • Kristian Roed Nielsen
    Jan Michael Bauer - Department of Management, Society and Communication (MSC)
For academic quiestions related to the course, please contact instructor Jan Michael Bauer at jmb.msc@cbs.dk or Kristian Roed Nielsen at krn.msc@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Methodology and philosophy of science
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:
  • Display a theoretical understanding of consumer behaviour, marketing and social marketing
  • Demonstrate the ability to translate learned consumer theory and research hypotheses into a suitable research design
  • Critically assess the advantages and disadvantages of the respective theories and methods for solving a specific (social) marketing problem
  • problem Reflect on the ethical and social aspects of influencing consumer behaviour for commercial or societal causes
Course prerequisites
Basic statistical knowledge
Consumer Behaviour and Social Marketing:
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 aims at providing students with theoretical and practical knowledge of consumer behaviour in the context of marketing in general and social marketing in specific. It takes on a multidisciplinary approach drawing from psychology, consumer research, marketing science, and behavioural economics that allows a holistic understanding of how consumers behave. Based on these theoretical frameworks, students get familiar with a range of tools to foster behavioural change, e.g social marketing or nudging, and learn how they are applied in practice. Applied consumer research is at the core of this course. Students will become acquainted with formulating research questions and proposing (social) marketing solutions to real-life issues regarding social and environmental problems. Students will engage in a critical discussion on the use of behavioural and marketing techniques by policy-makers and the private sector.


Preliminary assignment: 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.
Class 1: Introduction: theory and methods in consumer research, marketing & social marketing
Class 2: Cognitive theories of behaviour
Class 3: Intention behaviour gap and extended theories for social marketing
Class 4: Dual process theory and decision heuristics
Class 5: Contextual factors & (ir)rational behaviour
Class 6: Study designs in marketing & consumer research I: Surveys
Feedback activity: Comments on students' research question and in-class discussion.
Class 7: Cognitive research case
Class 8: Study designs in marketing & consumer research II: Experiments
Class 9: Behavioural research case
Class 10: Ethical considerations & public use of (social) marketing
Class 11: Comprehensive 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
A feedback activity defined by the course instructor will take place approx. half-way through the course
All Home Project Assignments 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. The instructor approves the question
and provides feedback to the student about the instructor's assessment of the 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 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:


Jackson, T. (2005). Motivating Sustainable Consumption. Part 1: Framing the debate. Page 1-50, 95-97
Andreasen, A.R., 2002. Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy & Marketing, 21(1), pp.3 -13.
Falko F. Sniehotta, Justin Presseau & Vera Araújo-Soares (2014) Time to retire the theory of planned behaviour, Health Psychology Review, 8:1, page 1-7
Ölander, F. & Thøgersen, J (1995) Understanding of consumer behaviour as a prerequisite for environmental protection. Journal of Consumer Policy. Page 345  - 385.
Kahneman, D. (2003). A Perspective on Judgment and Choice: Mapping Bounded Rationality. American Psychologist, 58(9). Page 697 -720.
Johnson, E.J. et al., (2012). Beyond nudges: Tools of a choice architecture. Marketing Letters, 23(2). Page 487 -504.
Bertrand, M., Mullainathan, S. & Shafir, E. (2006). Behavioral Economics and Marketing in Aid of Decision Making Among the Poor. Journal of Public Policy & Marketing, 25(1). Page 8 -23.
Sarstedt, M. & Mooi, M. (2014) A Concise Guide to Market Research. 
2nd edition, Springer. Chapter 1-5. Available in the CBS library.
Ryals, L. & Wilson, H. (2005) Experimental Methods in Market Research: From Information to Insight. International Journal of Market Research 47(4):347-366
Sunstein, C. R. (2016). Fifty Shades of Manipulation. Journal of Marketing Behavior, 1(3 -4). Page 214 -244.




Additonal relevant readings:


See reading list on Canvas



Last updated on 16/04/2020