MRK 3480 Consumer Behaviour

MRK 3480 Consumer Behaviour

Course code: 
MRK 3480
Course coordinator: 
Nina Helene Vogt
Course name in Norwegian: 
Product category: 
Bachelor - Common Courses
2020 Spring
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

The course will give students an introduction to the subject consumer behaviour on a fundamental level. Emphasis is placed on the factors that control and affect the consumer's behaviour, and how the marketer can benefit from these factors. In addition, the course aims at identifying circumstances surrounding the demand for goods and services, how the same goods and services are used, and not least the decision-making process behind the purchase of a product or service.

Learning outcomes - Knowledge

On completion of the course, the students should be able to explain key concepts and have acquire a basic understanding and competence for consumer behavior as a subject area, as well as be updated on current research and development work. In addition, the students should have knowledge of the consumer's decision-making process in the procurement of goods and services and acquire broad knowledge of factors and factors that influence the consumer's decision-making process.

Learning outcomes - Skills

On completion of the course, the students should be able to use different theories and models to understand the process that leads to a consumer’s choice of a product, and also the process that takes place after the purchase and what will influence future purchases. Students should be able to both understand and discuss the consequences of having depth insights into consumer behavior seen from a corporate standpoint. It is also expected that the students are able to express themselves well and communicate (and discuss) written through online discussions and assignments.

General Competence

On completion of the course students should be able to ask critical questions and reflect upon central premises and assumptions in the field of consumer behaviour. In addition, students should be able to reflect on various ethical dilemmas related to how marketing can influence consumer decisions.

Course content

Part I Consumers and the market

  • Introduction to consumer behavior
  • Purchase, use and disposal: sustainable consumer behavior
  • Ethics

Part II Consumer perspective on themselves

  • Perception
  • Personality and self-image
  • Lifestyle

Part III: Consumers and decisions

  • Decisions (decision-making, emotional and rational, System 1 and 2, loyalty)
  • Motivation
  • emotions
  • Learning and Attitudes

Part IV: The environment and consumer behavior

  • Demographic conditions (family structure, income, age, etc.)
  • Groups and social classes
  • Culture

Part V: Special Topics

  • Consumer behavior and technology
  • Forced consumer behavior (shopaholic / compulsive buying, gambling addiction, substance abuse)
Teaching and learning activities

The course is conducted by a combination of lectures, group discussions and group work.

(The course has coursework requirements).

In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.

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

Re-sit examination

Students that have not passed the written examination or who wish to improve their grade may re-take the examination in connection with the next scheduled examination.


Higher Education Entrance Qualification.

Required prerequisite knowledge

MRK 2914 Marketing, MRK 3414 marketing Management or wquivalent courses.

Exam category: 
Form of assessment: 
Written submission
Support materials: 
  • No support materials
3 Hour(s)
Exam code: 
MRK 34801
Grading scale: 
Examination every semester
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
40 Hour(s)
Participation in class and groupwork
2 Hour(s)
2 Webinars
Prepare for teaching
130 Hour(s)
Group work / Assignments
25 Hour(s)
Work requirements including preparation
3 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.