ELE 3767 Consumer Behaviour

ELE 3767 Consumer Behaviour

Course code: 
ELE 3767
Course coordinator: 
Klemens Knöferle
Product category: 
Bachelor - Electives
2017 Autumn
Active status: 
Teaching language: 
Course type: 
One semester

This course will introduce you to basic consumer behaviour problems and perspectives and the contexts in which they arise. It will help you develop your ability to structure and analyse such problems, and provide the appropriate tools and concepts for solving them. The course will concentrate on consumer behaviour topics, which will help the marketing manager to understand the needs and wants of the consumers.

Learning outcomes - Knowledge

The students will get to know important concepts and central consumer models like customer needs and wants, information processing, attitude formation, evaluative criteria, segmentation and social influence.

Learning outcomes - Skills

The students should be able to understand and to predict the consumers' behaviour in different situations, and see how this information might influence the product and the service portfolio and the resulting consequences for the company'’s or the organization'’s ability to reach it’s goals.

Learning Outcome - Reflection

The student should be able to reflect on ethical issues related to how consumer behaviour is contributing to an understanding of the customer’s needs and wants.

Course content
  • Introduction to consumer behaviour
  • Segmentation and targeting
  • The consumer as an individual with needs, personality, perceptions
  • How consumers learn and apply knowledge
  • Attitude development, and strategies for attitude change
  • The consumer in a social context among friends, family, culture and social class
  • The consumer's decision-making process and decision rules
  • Diffusion and adoption of innovations
Learning process and requirements to students

The course objectives are to be reached through a combination of lectures and students working on case assignments and presenting the case solutions in class. Typical group size is 3 students. Further instructions on assignments and presentations will be given in class.

Software tools
No specified computer-based tools are required.
Additional information

For electives, re-sit is normally offered at the next scheduled course. If an elective is discontinued or is not initiated in the semester it is offered, re-sit will be offered in the electives ordinary semester.


Higher Education Entrance Qualification.

Required prerequisite knowledge

A basic course in marketing is required.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
Grading scale:
Grading rules:
Internal and external examiner
Examination when next scheduled course
100No1 Semester(s)Group/Individual (1 - 3)
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Group/Individual (1-3)
Duration:1 Semester(s)
Exam code:ELE37671
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam organisation: 
Ordinary examination
Total weight: 
Student workload
Teaching on Campus
36 Hour(s)
Prepare for teaching
30 Hour(s)
Group work / Assignments
20 Hour(s)
Student's own work with learning resources
114 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.