The course takes place in period

2 (2019-10-28 to 2019-12-31)


Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

The aim of the course is to give the participants a solid understanding of the customer as an individual consumer and as a member of a group of consumers. How do consumers select, purchase and use goods and services, what processes are involved?

Learning outcomes

Current approaches to business emphasize the importance of adopting a consumer focus. Marketing, in particular, is a customer-driven function that begins and ends with the consumer, from identifying customer needs to trying to meet those needs and ensuring post-purchase satisfaction. While all of us are consumers, our intuitions about our own behavior as well as that of others are often inaccurate. In this course you will learn about fundamental theories and concepts in consumer psychology and about exciting new findings to enhance your understanding of how and why people choose, use and evaluate goods and services the way they do. Different research methods will also be applied in practice during the course.

Course contents

Specific topic coverage includes: 1. Consumers in the Marketplace 2. Consumers as Individuals 3. Consumers as Decision Makers 4. Consumers and Subcultures 5. Consumers and Cultures

Prerequisites and co-requisites

Introduction to Marketing Marknadsföringens grunder

Additional information

There are 2 alternative ways of participating in this course: 1. Self-study, you study alone and independently the course book and in the end of the course you will participate in an exam. Date for exam 12th of December at 13.00 in D4107- 4108. You will also participate as respondent in the project presented below. 2. Project with Fazer - includes in the beginning of the course an exam according to certain material that is needed in order to manage the research and product development project you are working on in teams. Individual assignments along the course according to the project theme, no lectures, but coaching sessions for teams every week. Brief from Fazer and project kick-off 5th of November in D173 at Arcada for those of you who will choose this track, mandatory participation, please be there. There will be a participation list in Itslearning for both alternatives - self-study and Fazer project - and you will write your name on the alternative you choose and stick to during the whole course period. In case the course is full we will prioritize the enrollment according to following: 1. Företagsekonomi and International Business 2. Students with highest amount of credits

Study activities

  • Individual- and group instruction - 20 hours
  • Practical exercises - 40 hours
  • Small-group work - 30 hours
  • Project- and production work/artistic activities - 20 hours
  • Individual studies - 25 hours


  • Total workload of the course: 135 hours
  • Of which autonomous studies: 135 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Multiform education

Assessment methods

  • Exams (written-, oral-, home-)
  • Essays, reports, productions and portfolio

Assessment requirements

See Course Description on itsLearning


  • Halmén Mia
  • Hernberg Mervi
  • Smirnova Elena


Hernberg Mervi

Home page of the course

Group size

No limit (89 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2019-10-14 to 2019-10-27

Assessment methods

  • Date of examination will be announced later - Exams
  • Date will be announced later - Reports and productions
  • Date will be announced later - Other assignments
Room reservations
Date Time Room Title Description Organizer
2019-10-31 13:00 - 14:30 D173 Consumer behaviour Course introduction Halmén Mia
Hernberg Mervi
2019-11-05 13:00 - 15:30 Consumer behaviour We are in room D173! Project kick-off with Fazer - mandatory participation This lecture is not for Self-study students Halmén Mia
Hernberg Mervi
2019-11-12 13:15 - 16:00 C350 Consumer behaviour This is not a lecture and does not concern self-study students. Team coaching for project teams, please book a time for your team in Itslearning. Halmén Mia
Hernberg Mervi
2019-11-21 14:00 - 16:00 F249 Consumer behaviour Lecture for Fazer project students about sustainability and instructions for the presentations. Mandatory participation! Halmén Mia
Hernberg Mervi
2019-11-26 14:30 - 17:00 C350 Consumer behaviour This is not a lecture and does not concern self-study students. Team coaching for project teams, please book a time for your team in Itslearning. Halmén Mia
Hernberg Mervi
2019-12-03 12:15 - 15:15 D4107-08 Consumer behaviour This is not a lecture and does not concern self-study students. Team coaching Hernberg Mervi
2019-12-12 08:30 - 11:30 F249 Consumer behaviour Rehearsal before project result presentation - all groups will go through their presentations and get constructive feedback from rest of the groups. Mandatory participation. Halmén Mia
Hernberg Mervi
2019-12-12 13:00 - 16:00 D4107-08 Consumer behaviour Exam for 'self-study'-track students Halmén Mia
Hernberg Mervi
2019-12-17 13:00 - 16:00 Consumer behaviour Presentations of results Mandatory participation Halmén Mia
Hernberg Mervi
2020-02-06 09:15 - 12:15 F249 Consumer behaviour - omtentamen 1/ re-exam 1 Halmén Mia
Hernberg Mervi

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