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2022/2023  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 100
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Johannes Hattula - Department of Marketing (Marketing)
For academic questions related to the course, please contact course responsible Johannes Hattula (jha.marktg@cbs.dk).
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 16-11-2022

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 Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Course and exam timetable will be available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player), and the student is allowed to bring simple writing and drawing utensils (non-digital). PLEASE NOTE: Students are not allowed to communicate with others during the exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Retake exam: 4 hour written sit-in exam, new exam question
Exam form for 3rd attempt (2nd retake): The second retake is always an online oral exam (20 minutes online oral exam with no preparation time) with one internal examiner and an internal co-examiner, no matter the exam form of the ordinary and 1st retake exam.
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.
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: multiple-choice quiz
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
The course is designed to be highly interactive and build upon principles of active learning. Students are expected to comment on readings, lead discussions, and are invited to do group exercises throughout the course.
Feedback during the teaching period
Feedback will be provided from the teacher and through group work.
Student workload
Preliminary assignment 20 hours
Classroom attendance 38 hours
Preparation 121 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

Ordinary 6 weeks course


Preliminary Assignment: The Nordic-9 pre-course is foundational for the summer university and identical for all bachelor courses. Students will receive an invitation with all details by the end of May. The assignment has two parts. 1.) online lectures and tutorials that student can access at their own time and 2.) one synchronous workshop which will be offered both online and in-person at several dates and times before the official start of the summer university courses. Sign-up is first come first serve. All students are expected to complete this assignment before classes begin.




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 start March.”

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 16-11-2022