The course takes place in period

2 (2021-10-25 to 2021-12-31)


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.

Course contents

Specific topic coverage includes: 1. Consumer behaviour and consumer society 2. Shopping, buying and disposing 3. Perception and meaning 4. The self 5. Motivation, lifestyles and values 6. Learning and memory 7. Attitudes 8. Decision-making

Prerequisites and co-requisites

Introduction to Marketing Marknadsföringens grunder

Additional information

TThere are 2 alternative ways of participating in this course: 1. Learning by reading, you study alone and independently the course book and in the end of the course you will participate in an online exam. Date for exam 15th of December at 9.00 2. Learning by doing, includes weekly topics and tasks done either individually at home or in groups at campus, grading always individual. 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


Hernberg Mervi

Group size

No limit (47 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2021-10-11 to 2021-10-24

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
2021-10-28 10:15 - 12:15 D4106 Consumer Behaviour Course introduction at campus Halmén Mia
Hernberg Mervi
2021-11-04 09:00 - 11:00 D4106 Consumer Behaviour Chapter 2 WORKSHOP at campus Halmén Mia
Hernberg Mervi
2021-11-18 09:00 - 11:00 D4106 Consumer Behaviour Chapter 4 WORKSHOP at campus Halmén Mia
Hernberg Mervi
2021-12-02 09:00 - 11:00 D4107-08 Consumer Behaviour Chapter 6 WORKSHOP at campus Halmén Mia
Hernberg Mervi
2021-12-15 09:00 - 11:30 D4106 Consumer Behaviour exam for self-study students Halmén Mia
Hernberg Mervi
2022-01-24 12:30 - 15:00 Consumer Behaviour Re-exam Consumer behaviour will be held in zoom Mia Halmén is inviting you to a scheduled Zoom meeting. Join Zoom Meeting Meeting ID: 681 6279 3538 Join by SIP 68162793538@ 68162793538@ Join by H.323 Meeting ID: 681 6279 3538 Halmén Mia

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