MRK3015 - Consumer Behaviour


Examination arrangement

Examination arrangement: Assignment and written examination
Grade: Letter grades

Evaluation Weighting Duration Grade deviation Examination aids
School exam 40/100 4 hours E
Assignment 60/100

Course content

Course content

  • Consumer needs and motivations
  • Decision making and product choice
  • Personality and perception
  • Consumer learning
  • Attitudes and attitude change
  • Communication and Consumer Behavior
  • Reference Groups and Family Influences
  • Social Class and Consumer Behavior
  • The Influence of Culture and Subculture on Consumer Behavior
  • Adoption and the diffusion of innovations

Learning outcome


After finishing the course students should be able to explain the most central concepts within the field of consumer behavior, and have a basic understanding of consumer research as an academic discipline. Moreover, the students should be able to understand the complexity of the consumer decision-making process, and the variables that influence the consumer in different choice situations.


By the end of the semester, students should be able to apply different theories and models to explain and understand the processes that drive consumers towards choosing one product over another, in addition to the processes that evolves post-purchase and influence future purchasing behavior. It is also reasonable to require that students gain an understanding of different moral and ethical dilemmas that can surface when marketers are directing their activities towards consumer markets, and how knowledge on how consumers think, feel and behave be helpful in such instances.

General competence

When finishing the course, students should be able to ask critical questions to, and elaborate on, central premises and assumptions that the field of consumer behavior is based on.

Learning methods and activities

The course will be taught in modules, and will be a combination of lectures, group work, case discussions, and student presentations.

Further on evaluation

Students who want to improve their grade in a course based on several assessments, may re-take the individual component assessment. For an new assessment in connection with a failing grade, the Faculty of Economics and Management has supplementary regulations.

Specific conditions

Admission to a programme of study is required:
Business Administration (BØA)
Economics and Business Administration (MSIVØK5)
Miscellaneous Courses - Faculty of Economics and Management (EMNE/ØK)

Course materials

Schiffman, Leon G., Leslie Lazar Kanuk og Håvard Hansen (2012 or newer). Consumer Behavior: A European Outlook, 2. Edition, London, UK.: Prentice-Hall

Credit reductions

Course code Reduction From To
MA242 6.0 SPRING 2005
More on the course



Version: A
Credits:  7.5 SP
Study level: Third-year courses, level III


Term no.: 1
Teaching semester:  AUTUMN 2024

Language of instruction: English

Location: Trondheim

Subject area(s)
  • Economics and Administration
Contact information
Course coordinator: Lecturer(s):

Department with academic responsibility
NTNU Business School


Examination arrangement: Assignment and written examination

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Autumn ORD Assignment 60/100
Room Building Number of candidates
Autumn ORD School exam 40/100 E INSPERA
Room Building Number of candidates
Summer UTS School exam 40/100 E INSPERA
Room Building Number of candidates
  • * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.

For more information regarding registration for examination and examination procedures, see "Innsida - Exams"

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