3MAR240 Consumer Behavior
- Number of credits7,5
- Teaching semester2025 Spring
- Language of instructionEnglish
- CampusRena
- Required prerequisite knowledge
3MAR100 Marketing or equivalent
- Consumer surveys
- Segmentation and target group
- Consumer decision-making and choice models
- The consumer as an individual with needs, personality, and perception
- How the consumer learns and uses knowledge
- Attitude formation and strategies for attitude change
- The consumer in his social context among friends, family, culture, and social class
- The consumer and social media
- The consumer and sustainable consumption
Learning Outcome
Upon passing the course, students have achieved the following learning outcomes:
The student
- has knowledge of various theories and models in consumer behavior
- is familiar with decision-making situations a consumer may be in
- has knowledge of the decision-making process behind selecting and purchasing goods and services
- is familiar with different types of needs for products and services
- has knowledge of how sustainable development affects customer behavior
The student
- can use different theories and models to understand consumer decision-making processes that lead to the consumer's choice of a product or service
- can ask critical questions to and reflect on key assumptions and assumptions in the field of consumer behavior
- can reflect on their own professional practice in consumer behavior and adjust this under supervision
- can find, evaluate, and refer to information and subject matter and link this to an issue relevant to consumer behavior
The student
- can plan and carry out work tasks as a participant in groups related to consumer behavior
- can present key subject matter as well as problems and solutions on topics/conditions within consumer behavior both in writing and orally
- can exchange views with others with a background in the field and participate in discussions on the development of good practices and solutions in consumer behavior
- can understand how digital and sustainable development changes consumer behavior
Lectures, group work, presentations, and self-study.
Participatory teaching is planned where students are challenged to present, discuss, and reflect on theory and use it to elucidate and present solutions to practical and theoretical problems related to various aspects of consumer behavior. These can consist of individual and group assignments, as well as discussions about the semester assignment, which are carried out in the lectures. Time will be set aside for the supervision related to the assignment. The course has learning outcomes that cannot be achieved without participation in organized teaching or being tested for exams. It is, therefore, compulsory attendance on the course.
- Attendance is compulsory for 75% of all hours taught (lectures according to curriculum).
- Three written compulsory submissions, of which are partial deliveries of the semester assignment. Feedback on the works will vary between written fellow student responses, oral feedback in the teaching and written feedback.
| Form of assessment | Grading scale | Grouping | Duration of assessment | Support materials | Proportion | Comment |
|---|---|---|---|---|---|---|
Written assignment | ECTS - A-F | Group (2 - 4) | 1 Semester(s) |
| 100 |