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2019/2020  BA-BIMKV1018U  Consumer Behaviour

English Title
Consumer Behaviour

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Thyra Uth Thomsen - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Online teaching
Last updated on 11-02-2019

Relevant links

Learning objectives
The course supports students in learning how to understand and apply basic consumer behavior theory. At the end of the course, the excellent student should be able to
  • Select and explain key terms, definitions, concepts, theories and models covered in the course that are relevant to a specific case setting
  • Apply the selected key terms, definitions, concepts, theories and models to analyse consumer behavior in the specific case setting.
  • Identify and discuss practical implications and limitations of applying specific theories, models, and concepts from the course.
  • Present a clear and coherent argument for your choice of relevant theories and models and follow academic conventions in your written presentation
  • Based on a portfolio of own online contributions, demonstrate the ability to reflect on own activities, interactions and related learnings throughout the course and argue for their substantiveness and relevance for solving the exam case.
Consumer Behavior:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Report
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
A new case and/or a new series of essay questions will form the basis of the re-exam. Please note that the assessment will partly be made based on the student’s online activities/interactions made throughout the teaching period of the course. It will not be possible to make new online contributions. However, if the student – in accordance with the CBS rules on make-up exams – has documented that illness during the teaching period has resulted in his/her not making any online contributions during the teaching period, the student will be given the opportunity to make online contributions prior to the re-exam.
Description of the exam procedure

Note that online activities and interactions posted on Learn throughout the course form part of the basis for the assessment, as stated in the learning objectives. 

Course content, structure and pedagogical approach


Knowing consumers’ attitudes, motives, behaviour, and interpretations are often the key to market success. This course introduces students to basic consumer behaviour theories and models that are useful to gain such insights. Students will learn how consumers consume in terms of acquisition, appreciation, and use of consumer goods. The course will focus on both internal and external drivers of consumer behavior. Based on this, students will learn how to apply their knowledge about consumer behavior in a marketing context.

Description of the teaching methods
This course is taught entirely online. The course will run over 8 weeks (= 8 sessions). Each session consists of online lectures and activities which students are expected to work through within the week. The learning content consists of asynchronous online lectures, discussions, quizzes, and individual and/or group assignments. In order to achieve the full outcome of the course, it is important that students are willing to participate in online activities throughout the course. Student participation will be targeted at producing insights that are meant to be covered in the final exam project. Note that online activities and interactions posted on Learn throughout the course form part of the basis for the assessment, as stated in the learning objectives. No contributions will be accepted after the 8th week of the course.
The lecturers will be available for asynchronous and/or synchronous online discussions throughout the 8 weeks in which the course runs. The course readings primarily consist of a textbook, which will be supplemented with selected research papers.
Feedback during the teaching period
A computer facilitated peer review process will be applied in one of the sessions. Also the lecturer will summarize and/or respond to illustrative students' responses to learning tasks throughout the course to enhance collaborative learning.
Student workload
Course activities (including online lectures) 170 hours
Exam (including exam preparation) 36 hours
Further Information

Online course

Expected literature

Textbook:  Szmigin & Piacentini. Consumer Behaviour. Oxford University Press.


Journal articles:

  • Court, Elzinga, Mulder, and Vetvick (2009). The Consumer Decision Journey. McKinsey Quarterly, June 2009.
  • John, Deborah.R. (1999), Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research. Journal of Consumer Research, 26(3), 183-213.
  • Levitt, Theodore (1960). Marketing Myopia. Harvard Business Review, Jul/Aug60, Vol. 38 Issue 4, pp. 45-56. • Masterson, R. and Pickton, D. (2004). Marketing – An introduction. McGrawHill, Chapter 11. The Marketing Mix. Pp. 327-347.
  • McCracken, Grant (1986). Culture and consumption. Journal of Consumer Research, 13 (June), pp. 71-84.
  • McDonald, S., Oatesb, C.J., Thynec, M., Timmisb, A.J. and Carliled, C. (2015). Flying in the face of environmental concern: why green consumers continue to fly. Journal of Marketing Management, 31(13-14), 1503-1528.
  • Patrick, V., MacInnis, D., Folkes, V. (2002). Approaching What We Hope For and Avoiding What We Fear: The Role of Possible Selves in Consumer Behavior. Advances in Consumer Research. Vol. 29. Pp. 270-76.
  •  Vasseur, V., Kemp, R. (2015). Springerlink: A segmentation analysis: the case of photovoltaic in the Netherlandsh
Last updated on 11-02-2019