723G44 · 7.5 credits · Basic level (G1F) · Företagsekonomi
Marketing and Consumer Behaviour
Active · next start VT 2027
100%
passed the latest ordinary exam
EXA1 · 19 Feb 2026 · 21 students
92%
passed the ordinary exams, all sittings over the last 5 years
EXA1 · 152 students
7%
Harder than 7% of courses at basic level
Compared with 874 courses at the same level, ordinary exams over the last three academic years. 50 students.
Part of 5 programmes
Exam
EXA1 Skriftlig examination
- VG
- G
- U
Ordinary exams
92% passed · 152 students
- 100%21
- 97%29
- 96%26
- 87%46
- 87%30
Re-exams
58% passed · 26 students
- 60%5
- 67%6
- 86%7
- 25%8
- Pass the re-exam: 58% (26 students), compared with 92% (152 students) on the ordinary exam
- Get VG: 25% (178 students)
Show small sittings (5)
Sittings with fewer than 5 students, often credit transfers or special sittings. They are not part of any figure on this page.
- 100%1
- 100%1
- 100%4
- 100%1
- 0%1
Other modules
Partial exams, hand-ins and labs. They are not part of the figures at the top.
Other module
ASS1 Gruppuppgifter
- VG
- G
Main rounds
100% passed · 161 students
- 100%21
- 100%33
- 100%23
- 100%50
- 100%34
Later rounds
No sittings with at least 5 students.
- Get VG: 42% (161 students)
Show small sittings (2)
Sittings with fewer than 5 students, often credit transfers or special sittings. They are not part of any figure on this page.
- 100%1
- 100%1
About the course
Aim
After completion of the course the student should be able to:
- describe some of the most common theoretical concepts, models and theories in the subject field consumer behaviour
- relate contemporary consumer behaviour thinking – including internetrelated issues – to the classic components in the subject field
- understand consumers on individual level
- understand social, cultural and other contextual aspects of the consumer
- reflect on the "stimuli-response model" from a critical point of view
- propose fruitful methods for collection of consumer information to support marketing decisions
- propose marketing actions in the light of purchase process models
Content
At the introduction of the course the historical development of different theoretical fields is presented and discussed. The course content, then, is organized to include a selection of usable perspectives on marketing issues and consumer behaviour. These perspectives are of three kinds:The first is about the consumer and about consumer’s context. This kind of perspectives include aspects such as consumers’
- needs, wants and desires
- motivation behind perceived needs, wants and desires
- economic ability
- personality, identity, and lifestyle
- attitudes and values
- memory
- culture, subculture and place contexts
- X factors affecting customers thinking and action
The second is about processes related to buyer behaviour as well as usage of goods and services. This kind of perspective include aspects such as consumers’
- information searching and attention
- evaluation of alternatives
- purchase decisions (regarding products, brands, buying channels)
- post purchase evaluation
The third kind is about the connection between marketing (from a company’s point of view) to consumer behaviour including
- the stimuli-response model
- managing of word-of-mouth phenomena
- methods for collecting information about consumers
- the special issue of innovation promotion (adoption, rejection, diffusion).
A recurrent theme in this course is a try to understand why consumers choose and buy certain products.
- Examiner
- Jasenko Flodin Arsenovic
- Main field of study
- Företagsekonomi