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2025/2026  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
Min. participants 30
Max. participants 100
Study board
Study Board for General Management
Programme Bachelor of Science 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
  • Consumer behaviour
  • Marketing
  • Business psychology
Teaching methods
  • Blended learning
Last updated on 20-11-2025

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 main concepts associated with consumer behavior and determine how they may influence marketing mix decisions
  • Understand the consumer decision making process
  • Identify mental shortcuts consumers use in the decision process
  • Examine the internal and external influences impacting consumer behavior
  • Develop an understanding how new technologies influence consumer behavior
  • Provide implications of consumer behavior for marketers and policy makers
Examination
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
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office365 (minus Excel), document camera and paper, 7-zip file manager, Adobe Reader DC, PDF24, Texlive, VLC player, Windows Media Player – ATTENTION no sound allowed), 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
The number of registered candidates for the make-up examination/re-take examination may warrant that it most appropriately be held as an oral examination. The programme office will inform the students if the make-up examination/re-take examination instead is held as an oral examination including a second examiner or external examiner.
n/a
Course content, structure and pedagogical approach
In this course, students will develop an understanding of the fundamentals of consumer behavior and the ways in which consumer behavior can be influenced. To do so, they will learn concepts and theories to provide them with insight into the drivers of consumer behaviour, including the analysis of how consumers make decisions. Moreover, several company examples will be discussed that show how insights about consumer behavior are applied and implemented in business contexts.

 

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.

 

Topics that will be covered include:
  • Consumer segmentation
  • Tools to conduct consumer research
  • Consumer decision making process (e.g., problem recognition, information search)
  • Internal influences on consumer behavior (e.g., exposure, attention, motivation, attitudes, memory, knowledge, learning)
  • External influences on consumer behavior (e.g., social influence, reference groups, cultural influences)
  • Consumer biases and heuristics
  • Consumer behavior in the age of artificial intelligence
Research-based teaching
CBS’ programmes and teaching are research-based. The following types of research-based knowledge and research-like activities are included in this course:
Research-based knowledge
  • Classic and basic theory
  • New theory
  • Teacher’s own research
  • Methodology
Research-like activities
  • Development of research questions
  • Data collection
  • Analysis
  • Discussion, critical reflection, modelling
  • Activities that contribute to new or existing research projects
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

6-week course.

 

Precourse activity: The course coordinator uploads the precourse activity 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 and grading.
Expected literature

Readings:

 

Hoyer, MacInnis, and Pieters (2023). Consumer Behavior, 8th Edition.

 

Additional relevant readings:

 

Additional readings will be provided online
Last updated on 20-11-2025