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
a solid understanding of the customer as an
individual consumer and as a member of a group
consumers. How do consumers select, purchase and
use goods and services, what processes are

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
those needs and ensuring post-purchase
satisfaction. While all of us are consumers, our
intuitions about our own behavior as well as
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
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
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
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
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

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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