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
2019 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

Marketing managers need a thorough understanding of consumer behavior in order to succeed in today's ever-changing, international, and digital business business environment. They need to be able to a) conceptualize why consumers behave as they do, b) generate valid customer insights based on a variety of data, and c) apply these insights in their own decision-making.

This course is designed to provide you with the necessary knowledge and skills to tackle these tasks. 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 innovations, and ethical issues related to consumer behavior.

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 using a variety of tools, and c) apply these insights in their own decision-making.

General Competence

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
Teaching and learning activities

The course objectives will be reached through a combination of a) lectures and b) students working on assignments at home and presenting the solutions in class.

Please note that while attendance is not compulsory in all sessions (2 missed classes are allowed), it is the student’s own responsibility to obtain any information provided in class.

The group size for assignments is 3 students (randomly assigned by the course responsible). Further instructions on assignments and presentations will be given in class.

This is a course with continuous assessment (several exam components). Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam elements will get a lower grade or may fail the course. You will find detailed information about the point system and the cut off points with reference to the letter grades when the course starts.

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

Class attendance is expected and checked (2 unexcused no-shows are permitted).

Come to class well prepared (i.e., make sure you have read the assigned readings)

Electronic devices: Out of respect for fellow students and faculty, please do not use laptops, iPads, cell phones, or other gadgets in class (unless requested by me).

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.

RE-SIT EXAMINATION in ELE 37671 is possible (last time) autumn 2019.



Higher Education Entrance Qualification

Required prerequisite knowledge

A basic course in marketing is required.

Exam category: 
Form of assessment: 
Written submission
Group (2 - 3)
1 Semester(s)
Exam code: 
Grading scale: 
Point scale leading to ECTS letter grade
All components must, as a main rule, be retaken during next scheduled course
Exam category: 
Form of assessment: 
Class participation
1 Semester(s)
Assessed through peer evaluation
Exam code: 
Grading scale: 
Point scale leading to ECTS letter grade
All components must, as a main rule, be retaken during next scheduled course
Type of Assessment: 
Continuous assessment
Grading scale: 
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.