2025/2026 BA-BHAAV6099U Consumer Behaviour (Online)
English Title | |
Consumer Behaviour (Online) |
Course information |
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Language | English |
Course ECTS | 7.5 ECTS |
Type | Elective |
Level | Bachelor |
Duration | One Quarter |
Start time of the course | Second Quarter |
Timetable | Course schedule will be posted at calendar.cbs.dk |
Max. participants | 100 |
Study board |
Study Board of General Management
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Course coordinator | |
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Main academic disciplines | |
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Teaching methods | |
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Last updated on 30-01-2025 |
Relevant links |
Learning objectives | ||||||||||||||||||||||||
The course supports students in learning how to
understand and apply basic consumer behavior theory. At the end of
the course, the excellent student should be able to
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Examination | ||||||||||||||||||||||||
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Course content, structure and pedagogical approach | ||||||||||||||||||||||||
ONLINE COURSE
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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
Research-like activities
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Description of the teaching methods | ||||||||||||||||||||||||
This course is taught entirely online. The course
will run over 8 weeks (= 8 sessions). Each session consists of
online lectures and activities, which students are expected to work
through within the week. The learning content consists of
asynchronous online lectures, discussions, quizzes, and individual
and/or group assignments. In order to achieve the full outcome of
the course, it is important that students are willing to
participate in online activities throughout the course. Student
participation will be targeted at producing insights that are
relevant for the final exam case.
The lecturers will be available for asynchronous and/or synchronous online discussions throughout the 8 weeks in which the course runs. The course readings primarily consist of a textbook, which will be supplemented with selected research papers. |
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Feedback during the teaching period | ||||||||||||||||||||||||
A computer facilitated peer review process will be applied in one of the sessions. Also throughout the course, the lecturer will summarize or respond to (either all or illustrative) student hand-ins that are uploaded to Canvas before the given deadline in order to enhance learning. | ||||||||||||||||||||||||
Student workload | ||||||||||||||||||||||||
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Further Information | ||||||||||||||||||||||||
Online course |
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Expected literature | ||||||||||||||||||||||||
Textbook: Szmigin & Piacentini. Consumer Behaviour. Oxford University Press.
Cairns, H.M., Ritch,E.L., and Bereziat,C. (2022) Think eco, be eco? The tension between attitudes and behaviours of millennial fashionconsumers. International Journal of Consumer Studies,46:1262-1277 Carrington,M. J., Neville, B. A., & Whitwell, G. J. (2014). Lost in translation: Exploring the ethical consumer intention–behavior gap.Journal of Business Research, 67(1), 2759-2767 Court, Elzinga, Mulder, and Vetvick (2009). The Consumer Decision Journey. McKinsey Quarterly, June 2009 Edelman, d., Singer, M. (2015). The new consumer decision journey. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-new-consumer-decision-journey John, Deborah.R. (1999), Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research. Journal of Consumer Research, 26(3), 183-213. Levitt, Theodore (1960). Marketing Myopia. Harvard Business Review, Jul/Aug60, Vol. 38 Issue 4, pp. 45-56 Masterson, R. and Pickton, D. (2004). Marketing–An introduction. McGrawHill, Chapter 11. The Marketing Mix. Pp. 327-347 McDonald,S., Oatesb, C.J.,Thynec,M., Timmisb, A.J. andCarliled, C. (2015). Flying in the face of environmental concern: why green consumers continue to fly. Journal of Marketing Management, 31(13-14), 1503-1528 McCracken, Grant (1986). Culture and consumption. Journal of Consumer Research, 13 (June), pp. 71-84 Mick, D. G., Broniarczyk, S. M., & Haidt, J. (2004). Choose, Choose, Choose, Choose, Choose, Choose, Choose: Emerging and Prospective Research on the Deleterious Effects of Living in Consumer Hyperchoice. Journal of Business Ethics, 52(2), 207–211.http://www.jstor.org/stable/25123247 Patrick, V., MacInnis,D., Folkes, V. (2002). Approaching What We Hope For and Avoiding What We Fear: The Role of Possible Selves in Consumer Behavior. Advances in Consumer Research. Vol. 29. Pp. 270-76 Santos, S. and Goncalves, H. Consumer decision journey: Mapping with real-time longitudinal online and offline touchpoint data. European Management Journal, October 2022 |