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2023/2024  KAN-CBCMO1000U  Perspectives on Consumer Behaviour

English Title
Perspectives on Consumer Behaviour

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for cand.merc. and GMA (CM)
Course coordinator
  • Johannes Hattula - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Blended learning
Last updated on 01-06-2023

Relevant links

Learning objectives
The mission of the course is to understand how and why consumers behave the way they do and how this information can be used in marketing decision making. At the end of the course, students should be able to:
  • Perform a market segmentation analysis to identify relevant consumer groups
  • Provide a solid conceptual foundation for understanding the behaviour of consumers within society and the marketplace
  • Identify internal and external influences of consumer behaviour
  • Identify consumer decision biases and heuristics and discuss potential debiasing strategies
  • Critically discuss how marketers and policy makers can influence consumer behaviour
Perspectives on Consumer Behaviour:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Group exam
Please note the rules in the Programme Regulations about identification of individual contributions.
Number of people in the group 4-5
Size of written product Max. 25 pages
Assignment type Written assignment
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 7 days to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

Aim of the course

To be successful as a marketing decision maker, a theoretically grounded anticipation and understanding of how consumers will react to marketing stimuli and activities is required. The aim of this course is to provide students with an in-depth understanding of consumer behaviour and to demonstrate the value of this knowledge for the development of effective marketing decisions and strategies, and ultimately, to provide consumer value. In particular, the course will introduce key concepts and theories to better understand, predict and influence consumers’ behaviour. The module will achieve these goals with a blended learning approach and a mixture of teaching tools, including case discussions, guest lectures, experimental demonstrations, and student projects.



In this course, students will develop an in-depth understanding of consumer behaviour through the cutting-edge ideas that are gaining prominence in marketing academia. They will apply these key concepts to develop and evaluate marketing strategies and ultimately, to influence consumer behaviour. The course will cover topics from market segmentation and how companies can find their target consumers to the consumer decision process (pre-purchase, purchase, and post-purchase processes) to essential domains of consumer psychology (e.g., perception, learning, motivation, personality, attitudes, emotions). 


Course progression

Consumer Behaviour is one of two foundational courses in the study program.

Description of the teaching methods
This course is delivered in a blended learning format. That is, we combine online lectures and materials, online activities (e.g., online discussions) with on-campus work and in-class discussion. The class is highly interactive both online and offline with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
Several feedback activities are included to increase the learning experience. For example, during a class, there will be “breakout” sessions to give students the opportunity to debate cases and business examples of consumer behaviour. Groups will then present their findings in class and receive feedback either directly or collectively to allow students to learn from the discussion.
Student workload
Teaching 30 hours
Preparation 136 hours
Exam 40 hours
Last updated on 01-06-2023