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2022/2023  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 60
Study board
Study Board for MSc 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
  • Business psychology
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:
  • 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
Completed Bachelor degree or equivalent. 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
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.
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 for 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 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: Writte submission
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
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
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

Ordinary 6 weeks course


Preliminary Assignment: The course coordinator uploads Preliminary Assignment on Canvas at the end of May. It is expected that students participate as it will be included in the final exam, but the assignment is without independent assessment & grading.


Course and exam timetable will be 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 start March.”

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 16-11-2022