DRE 2007 Consumer Research

DRE 2007 Consumer Research

Course code: 
DRE 2007
Course coordinator: 
Maura L. Scott
Anders Gustafsson
Course name in Norwegian: 
Consumer Research
Product category: 
PhD Marketing courses
2024 Spring
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

This advanced graduate seminar is designed to familiarize students with the streams of research in psychology and marketing that may aid in the understanding of processes underlying the influence of various marketing strategies on consumer behavior. The focus in the course will be on gaining a clear understanding of current theoretical and methodological approaches to various aspects of consumer behavior, on how basic research in consumer psychology may complement and advance basic research in psychology and marketing, and on how to develop testable hypotheses and theoretical perspectives that build on the current "state of the art."

Learning outcomes - Knowledge

The learning objective is to acquire advanced knowledge in the area of consumer research. 

Learning outcomes - Skills

Development of skills in conducting advanced research in the field of consumer research. The students should be able to develop an original and important research idea that extends the theoretical knowledge in the field, and further how the research idea can be empirically tested. Finally the participant should be able to communicate theoretical and practical research to the academic community, to the business community, and to students in the area of consumer research.

General Competence

The course is highly interactive, and students are required to prepare several presentations individually, and in group.  General competences developed are the ability to present individually in front of an audience,  develop elevator pitch ideas and present them in Pecha Kucha style, critically evaluate scientific papers – from the reading list – in small groups, and develop creative research ideas in small groups.  They receive feedback from me not only on content but also on clarity, style, and demeanor, and I encourage open-minded peer-to-peer feedback about these issues during class   

Course content


Teaching and learning activities

Participants in the seminar will meet for 8 sessions.

During the seminar, each participant will be required to take part in several assigments, that are designed to help with digesting the material and its implications for one’s own research program.  These assignments include (1) and individual presentation of an assigned research paper including serving as a moderator in the group discussion of this paper, (2) as part of an assigned team formulate a critique of an assigned paper for a class debate, (3) on several occasions develop and orally present short research proposals inspired by the assigned readings.  One of the ideas coming out of these presentations should be developed in a full-fledged research proposal.

Course grades will based on the assignments, participation in seminar discussions, and the research proposal.  

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



Enrollment in a PhD programme is a general requirement for participation in PhD courses at BI Norwegian Business School.
External candidates are kindly asked to attach confirmation of enrollment in a PhD programme when signing up for a course. Other candidates may be allowed to sit in on courses by approval of the course leader. Sitting in on a course does not permit registration for the course, handing in exams or gaining credits for the course. Course certificates or confirmation letters will not be issued for sitting in on courses.

Required prerequisite knowledge


Exam category: 
Form of assessment: 
Written submission
1 Semester(s)
Individual Paper/Essay. The paper should be original work, and be written specifically for this course.
Exam code: 
DRE 20074
Grading scale: 
Examination when next scheduled course
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
Prepare for teaching
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 6 ECTS credits corresponds to a workload of at least 160 hours.