Consumer Behaviour

Study Board of Business Economics

Teaching language: English
EKA: B100076102
Censorship: Second examiner: Internal
Grading: 7-point grading scale
Offered in: Odense
Offered in: Autumn
Level: Bachelor

Course ID: B100076101
ECTS value: 10

Date of Approval: 02-03-2018

Duration: 1 semester

Course ID


Course Title

Consumer Behaviour

Teaching language


ECTS value


Responsible study board

Study Board of Business Economics

Date of Approval


Course Responsible

Name Email Department
Søren Askegaard

Offered in




Offered in



1 semester

Mandatory prerequisites


Recommended prerequisites


Aim and purpose

The purpose of the course is to give students competences for making qualified strategic decisions based on consumer behavior insights in order to navigate different market cultures. Therefore, the aim of the course is that students gain knowledge about consumer behavior and its theorization as well as skills in analyzing and understanding consumption practices and their social and cultural embeddedness.

The course therefore provides the student with insight into consumer behavior as a managerial discipline and as an academic field of study. We address both individual and social aspects of consumption processes and contemporary consumer society. The course thus discusses psychological as well as sociological and anthropological theorizations and conceptualizations of consumer behavior. The course throughout maintains a focus on the consequences of the different theories, concepts and methods for marketing and other managerial decision-making processes in private and public organizations.


The central areas of the course are consequently:

  • Consumer behavior as a field of study
  • The notion of consumer society
  • Consumption and ethics
  • Consumers and their perceptions of the world
  • Consumption, identity and lifestyle
  • Consumers and the decision making process
  • Consumers as members of social groups
  • Consumption and cultural change process
  • Cross-cultural differences in consumption.
  • Specific areas of consumption selected for observational and further theoretical studies, e.g.
  • Fashion
  • Food
  • Fitness
  • Fun (entertainment, leisure activities)

Learning goals

To achieve the purpose of the subject, the learning goals for the subject is that the student is able to:
Describe the theoretical and contextual logics and factors shaping consumption processes on the individual and social level.
Independently analyze consumer behavior using the theories introduced to increase the understanding of a particular marketing situation.
Use the insights in consumer behavior for strategic planning of marketing activities.

Description of outcome - Competences


For example:

Michael Solomon, Gary Bamossy, Søren Askegaard & Margaret Hogg, Consumer Behaviour. A European Perspective, 6th revised edition, London: Pearson Education, 2016.

Teaching Method

The learning activities in-class consists of lectures, conceptual discussions, case-based or videography based reflections and analyses, as well as reports of active applications of the course’s content, e.g. through observational studies of consumption and shopping processes. The students will deliver presentations based on a combination of theory and actual observations


Scheduled classes:
4 hours per week in 15 weeks.

The teaching activities result in an estimated distribution of the work effort of an average student as follows:

Activity / Hours:

Attending lectures: 40 hours.
Preparation (reading, presentations): 140 hours.
Observational excercises: 10 hours.
Student presentations: 10 hours
Examination preparation: 22 hours.
Examination: 48 hours.
In total: 270 hours.

Examination regulations





Exam: January
Reexam: February 

The form of the reexam is subject to change. 


Home assignment


Home assignment

Form of examination

Home assignment


Second examiner: Internal


7-point grading scale


Student Identification Card - Exam number




48 hours home assignment.


 Max. 20 pages.

Examination aids

 All exam aids allowed.

Assignment handover

Course page in Blackboard.

Assignment handin

Via SDUassignment in the course page in Blackboard.

ECTS value


Additional information

The assignment must be solved in groups of 4. The teacher can decide on deviations in this number. It must appear for which sections each student is responsible to allow individual grading.

Internet access: Required.



External comment

NOTE - This course is identical with the former course -.
Used examination attempts in the former identical course will be transferred.
Courses that are identical with former courses that are passed according to applied rules cannot be retaken.

The student is automatically registered for the first examination attempt when the student is registered for a course or course element with which one or more examinations are associated. Withdrawal of registration is not possible, and students who fail to participate in an examination have used one examination attempt, unless the University has made an exemption due to special circumstances. 
If a student does not meet the established university prerequisites for taking the exam, he or she has used one examination attempt, unless the University has made an exemption due to special circumstances.

Courses offered

Period Offer type Profile Programme Semester


Name Email Department City
Søren Askegaard Odense