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2020/2021  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 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Maxwell Winchester - Department of International Economics, Goverment and Business (EGB)
For academic questions related to the course, please contact instructor Maxwell Winchester at mw.egb@cbs.dk or Maxwell.Winchester@vu.edu.au
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Business psychology
Teaching methods
  • Online teaching
Last updated on 21/01/2021

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 Dirichlet 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
Suggested previous introductory marketing course
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-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: Home Assignment: 22 June-30 July 2021. 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: 27-30 September 2021 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 22–25 November 2021 – 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, structure and pedagogical approach

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 year all courses are taught digitally over the Internet. Instructors will apply direct/live teaching through a link (like Skype, Team, Zoom). In some courses, pre-recorded material will also be used.
Feedback during the teaching period
Case study to be discussed in class 6.

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 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 applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams in March 2021.

Expected literature

Mandatory readings:


Sharp, B.(2010): How Brands Grow. OUP: Melbourne. Chapters 3, 5, 8, 11 & 12


Sharp, B., Wright, M., Kennedy, R. & Nguyen, C.(2017): Viva la revolution! For evidence-based marketing we strive. Australasian Marketing Journal (AMJ), 25(4), 341-346.


Ehrenberg, A.S., Goodhardt, G. J. & Barwise, T. P.(1990): Double jeorpardy revisited. Journal of marketing, 54(3), 82-91.


Ehrenberg, A. (1993): Even the social sciences have laws. Nature, 365(6445), 385


Additional relevant readings:


Additional journal paper readings and case stiudies will be available in CANVAS.


Last updated on 21/01/2021