ELE 3767 Consumer Behaviour

ELE 3767 Consumer Behaviour

Course code: 
ELE 3767
Course coordinator: 
Klemens Knöferle
Course name in Norwegian: 
Consumer Behaviour
Product category: 
Bachelor - Electives
2018 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

In order to be successful, marketing managers need a good understanding of consumer behavior. Specifically, they need to be able to a) conceptualize why consumers behave as they do, b) generate valid customer insights, and c) apply these insights in their own decision-making.

This course is designed to provide you with the necessary knowledge and skills. It will introduce you to basic consumer behaviour problems and perspectives and to the contexts in which they arise. It will help you develop your ability to structure and analyse such problems, and provide you with the appropriate tools and concepts for solving them.


Learning outcomes - Knowledge

The students will get to know important concepts, models, and tools in Consumer Behaviour. Examples include consumer research methods, consumer needs and motivation, decision-making, evaluative criteria, segmentation and targeting, consumer information processing, attitude formation and change, persuasion techniques, cultural influence, adoption of innovation, ethics.

Learning outcomes - Skills

The students will learn how to understand and predict consumer behaviour in different situations and using different theoretical perspectives. The goal is to enable them to a) conceptualize why consumers behave as they do, b) generate valid customer insights, and c) apply these insights in their own decision-making.

Learning Outcome - Reflection

After taking this course, the students should be able to reflect on ethical issues related to consumer behaviour.

Course content
  • Introduction to consumer behaviour
  • Consumer research
  • 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
  • Ethical issues in consumer behaviour
Learning process and requirements to students

The course objectives will be reached through a combination of a) lectures and b) students working on case assignments and presenting the case solutions in class. Class attendance is expected. Typical group size for assignments 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 category: 
Form of assessment: 
Written submission
Group/Individual (1 - 3)
1 Semester(s)
Exam code: 
Grading scale: 
Examination when next scheduled course
Exam organisation: 
Ordinary examination
Total weight: 
Student workload
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.