Consumer Behaviour, 7.5 credits

Main field of study with advanced study

The course Marketing I 7,5 credits. English 6.

The course is included in the International Marketing Program and is also given as a single-subject course.

The aim of the course is for the student to develop knowledge of theories and models that describe and attempt to explain consumer behaviour.

Following successful completion of the course the student should:

Knowledge and understanding

• understand theories and models in the field of consumer behaviour
• describe and discuss connections and relationships between consumer behaviour and the basic course in marketing (e.g. segmentation, targeting, and positioning)
• give an account of the basic principles for sustainable consumption

Skills and ability

• use different theoretical starting points in the analysing of consumer groups
• write and orally present a project work in consumer behaviour

Judgement and approach

• make an appraisal when varying solution models may be suitable depending on the theoretical and practical perspectives

After completing the course, an understanding must be created of how consumers think, feel and act when they intend to buy and consume goods and services. To reach this understanding, the course covers a variety of connected sub-areas. Examples of what is included in the course are:

Consumers' lifestyles, consumers' decision-making processes, environmentally friendly and sustainable consumption, consumers' attitudes, the role of the brand for the consumer, and consumers' relationships with advertising.

Teaching consists of lectures, exercises and seminars.

The teaching is conducted in English.

The examination is through an individual written exam as well as through a written project assignment in group which will also be presented orally.

If there are special reasons, the examiner may make exceptions from the specified examination format and allow a student to be examined in another way. Special reasons can e.g. be study support for students with disabilities.

Course evaluation is part of the course. This evaluation offers guidance in the future development and planning of the course. Course evaluation is documented and made available to the students.