MRK 3480 Consumer Behaviour - RE-SIT EXAMINATION

MRK 3480 Consumer Behaviour - RE-SIT EXAMINATION

Course code: 
MRK 3480
Course coordinator: 
Nina Helene Vogt
Course name in Norwegian: 
Product category: 
Bachelor - Common Courses
2023 Autumn
Active status: 
Re-sit exam
Level of study: 
Resit exam semesters: 
2023 Autumn
2024 Spring
Resit exam info

The course was taught for the last time in spring 2023. A re-sit examination is offered in autumn 2023 and for the last time in spring 2024. There will be no requirement for approved work requirements to be able to take the re-sit examination when the course is phased out.

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
  • Introduction to consumer behavior
  • Decisions
  • Buy, use and discard
  • Motivation
  • Learning and attitudes
  • Emotions and emotions
  • Perception
  • Heritage and environment
  • Groups, social classes and culture
  • Segmentation
  • Technology everywhere
  • Negative consumer behavior
  • Gray zones and ethical considerations
  • What is consumption? Different perspectives
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

Det er ikke krav til godkjent arbeidskrav når kurset ikke lenger tilbys. Det betyr at det ikke er krav om godkjent arbeidskrav for å avlegge eksamen høst 2023 og siste gang vår 2024.


Higher Education Entrance Qualification


Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

Required prerequisite knowledge

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

Exam category: 
Form of assessment: 
Structured test
Support materials: 
  • No support materials
3 Hour(s)
23/09/2022: The exam has been changed from submission to a structured test.
Exam code: 
MRK 34801
Grading scale: 
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.