The course takes place in period

2 (2022-10-24 to 2022-12-31)


Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

Within this study unit we will focus on the
following competencies:

Customer centric competence

Learning Competence

Ethical and Sustainable Competencies

Local and Global Societal Competence
SDG's in focus: 4,8,12

Learning outcomes

Once you have completed the study unit you will
have? (mention knowledge, skill, attitude)

A solid understanding of the various elements
that affect consumer behavior of
individual consumers and groups of consumers.

Ability to reflect upon own consumer behaviour

An understanding of theoretical frameworks
regarding consumer psychology and consumer
behavior (Knowledge) and the whole consumer
decision making process (Knowledge).

Ability to apply theoretical frameworks of
consumer behavior in marketing openly,
constructively and sustainabIy. (attitude)

A curious and future-oriented mindset (Attitude)

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

Mandatory course introduction 27.10 at 11:15 in

The student can choose between a Learning by
reading or Learning by doing track.

Learning by reading: Reading the course book, exam

Learning by doing: Reading the course book,
individual tasks, quizzes & workshops

Study activities

  • Practical exercises - 45 hours
  • Small-group work - 10 hours
  • Individual studies - 80 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

Learning by reading: Exam
Learning by doing: individual tasks, workshops,


  • Hernberg Mervi
  • Wehren Anna


Hernberg Mervi

Group size

No limit (50 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2022-10-10 to 2022-10-20

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
2022-10-27 11:15 - 13:15 B518 Consumer Behaviour Mandatory course introduction on campus Hernberg Mervi
Wehren Anna
2022-11-03 11:15 - 13:15 B518 Consumer Behaviour Workshop Chapter 2: Shopping, buying and disposing Hernberg Mervi
Wehren Anna
2022-11-16 13:15 - 15:15 B320 Consumer Behaviour extra workshop for those who can?t participate on Thursday and you are welcome to join the workshop discussion about Chapter 4, the Self, Hernberg Mervi
2022-11-17 11:30 - 13:30 B518 Consumer Behaviour Workshop Chapter 4: The self Hernberg Mervi
Wehren Anna
2022-12-01 11:15 - 13:15 B518 Consumer Behaviour Workshop Chapter 6:Learning and memory Hernberg Mervi
Wehren Anna
2022-12-09 09:00 - 11:00 D4106 Consumer Behaviour Workshop Chapter 7: Attitudes Hernberg Mervi
Wehren Anna
2022-12-15 11:30 - 13:30 B518 Consumer Behaviour Exam for 'Learning by reading' students Hernberg Mervi
Wehren Anna
2023-01-31 13:00 - 15:00 A311 Consumer Behaviour Re-exam for 'Learning by reading' students Hernberg Mervi

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