Course - Consumer Behaviour - MRK3015
Consumer Behaviour
About
About the course
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
Knowledge
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.
Skills
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.
In the case of a re-sit exam and the final exam after the course has been discontinued, the form of assessment may be changed to an oral exam.
Specific conditions
Admission to a programme of study is required:
Business Administration (BØA)
Business Administration (BØAT)
Economics and Business Administration (MSIVØK5)
Miscellaneous Courses - Faculty of Economics and Management (EMNE/ØK)
Recommended previous knowledge
Intro course in marketing
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 |
|---|---|---|
| MA242 | 6 sp | Spring 2005 |
Subject areas
- Economics and Administration
Contact information
Course coordinator
Lecturers
Department with academic responsibility
Examination
Examination
Ordinary examination - Autumn 2025
Assignment
Submission 2025-11-28 Time Release 08:00
Submission 14:00
School exam
The specified room can be changed and the final location will be ready no later than 3 days before the exam. You can find your room location on Studentweb.