The course is included in these curricula and study modules


General 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 provide students with understanding of consumer behaviour, and the ability to use that understanding in the planing and execution of marketing efforts.

Learning outcomes

At the end of the course the student is expected to be aquinted with the most common theories of consumer behaviour, and to be capable of using them in the marketing of products and services.

Course contents

The individual as a consumer, the self, personality, motivation, perception, attitudes, persuasion, decision making, the buying process, groups and group consumer behaviour, subcultures. Advertising.

Prerequisites and co-requisites


Previous course names

Intermediary Marketing, International Marketing.

Additional information

Attendance is not compulsory except at the discussion sessions, and at guest lectures. A list over additional literature will be handed out during the first or second lecture.

Recommended or required reading

Michael R. Solomon. 2012. Consumer Behaviour. Pearson.

Study activities

  • Lectures - 50 hours
  • Small-group work - 40 hours
  • Individual studies - 40 hours


  • Total workload of the course: 130 hours
  • Of which autonomous studies: 130 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Participation in tuition

Assessment methods

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

Assessment requirements

To pass the course the student should pass the following examinations: Final Examination, case analysis and possibly a project. Attendance at least 70% of lectures is required.


Eldon Sveinn


Eldon Sveinn

Group size

No limit

Assignments valid until

Until further notice

The timetable of the course

see ARBS

Assessment methods

  • Date of examination will be announced later - Exams
  • Date will be announced later - Reports and productions

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