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2022/2023  BA-BHAAI1105U  Behavioural Science and Social Marketing

English Title
Behavioural Science 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 100
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Jan Michael Bauer - Department of Management, Society and Communication (MSC)
  • Kristian Roed Nielsen - 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
  • Statistics and quantitative methods
Teaching methods
  • Blended learning
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:
  • Display a theoretical understanding of behavioural science, marketing and social marketing
  • Formulate a concise research question that clearly defines the issue and behaviour of inquiry
  • Demonstrate the ability to translate learned 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 behavioural or social marketing problem
  • Reflect on the ethical and social aspects of influencing behaviour for commercial or societal causes
Course prerequisites
Basic statistical knowledge
Behavioural Science 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, Course and exam timetable is/will be 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 assignment, max. 10 pages, new exam question.
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.

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.
Course content, structure and pedagogical approach

This course aims at providing students with theoretical and practical knowledge of individual behaviour in the context of social marketing and behavioural science. It takes on a multidisciplinary approach drawing from psychology, consumer research, marketing science, and behavioural economics that allows a holistic understanding of how people consume and 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 and students will learn its potential and limits in understanding and ultimately changing individual behaviour. Students will become acquainted with formulating research questions and proposing social marketing and behavioural science solutions to address real-life, 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 behavioural science & 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 behavioural & marketing research I: Surveys
Feedback activity: Comments on students' research question and in-class discussion.
Class 7: Cognitive research case
Class 8: Study designs in behavioural & marketing research II: Experiments
Class 9: Behavioural research case
Class 10: Ethical considerations & public use of behavioural science & (social) marketing
Class 11: Comprehensive review
Description of the teaching methods
The course will combine pre-recorded online material with in-class lectures and exercises.
Feedback during the teaching period
Feedback will be in lectures, based on exercises, and through the use of online quizzes. Finally, the voluntary Home Assignment - focused on a research question (problem formulation) formulated by the students - will also receive feedback.
Student workload
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 40 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:


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 16-11-2022