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ELE 3767 Consumer Behaviour - RE-SIT EXAMINATION

ELE 3767 Consumer Behaviour - RE-SIT EXAMINATION

Course code: 
ELE 3767
Course coordinator: 
Klemens Knöferle
Course name in Norwegian: 
Consumer Behaviour - RE-SIT EXAMINATION
Product category: 
Bachelor - Electives
2022 Autumn
Active status: 
Re-sit exam
Level of study: 
Resit exam semesters: 
2022 Autumn
Resit exam info

The course was last completed in the autumn of 2021. A last re-sit examination will be offered in the autumn of 2022.

Teaching language: 
Course type: 
One semester

Marketing managers need a thorough understanding of consumer behavior in order to succeed in today's fast-paced, globalized, and digital 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 the aforementioned 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 tools and concepts for solving them.

Learning outcomes - Knowledge

The goal is for students to acquire knowledge of:

  • an overall organizing framework for analyzing consumer behavior
  • key concepts in consumer behavior and, where relevant, related disciplines 
  • tools to empirically study and analyze consumer behavior
Learning outcomes - Skills

At the end of the course, students should be able to use the acquired knowledge to:

  • better understand why consumers behave as they do in specific contexts
  • predict how consumers will react to different marketing strategies and tactics
  • generate valid customer insights
  • apply these insights in their own decision-making
General Competence

After completing the course, students should 

  • understand the benefits (and limits) of adopting a scientific perspective to think about consumer behavior
  • understand ethical issues related to consumer behaviour.
Course content

Themes of the course will be (subject to change):

  • Consumer research
  • Segmentation and targeting
  • The consumer as an individual with needs, personality, perceptions, attention
  • How consumers learn and apply knowledge
  • Attitude development, and strategies for attitude change/persuasion
  • 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 learning outcomes will be achieved through a combination of lectures, in-class discussions and exercises, and a semester-long group project.

Please note that while attendance is not compulsory in all sessions, it is the student’s own responsibility to obtain any information provided in class.

Various software tools may be used in the course, including (subject to change): Qualtrics, Excel, data analysis tools (e.g., SPSS or R).

Software tools
Software defined under the section "Teaching and learning activities".
Additional information

Class attendance is expected.

Please come to class well prepared (i.e., make sure you have completed all required tasks)

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).


Required prerequisite knowledge

A basic course in marketing is required.

Exam category: 
Form of assessment: 
Written submission
1 Semester(s)
Individual Term project
Exam code: 
Grading scale: 
Type of Assessment: 
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.