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Consumer behaviour 7.5 credits

First cycle, M0036N
Course syllabus valid: Autumn 2021 Sp 1 - Present
The version indicates the term and period for which this course syllabus is valid. The most recent version of the course syllabus is shown first.

Education level
First cycle
Grade scale
Business Administration
Subject group (SCB)
Business Administration
Main field of study
Business Administration

Entry requirements

In order to meet the general entry requirements for first cycle studies you must have successfully completed upper secondary education and documented skills in English language and completed courses of at least 30 credits in the subject area Business Administration with at least the grade Pass. This must include the following course: Principles of Marketing (M0015N) 7,5 credits, or equivalent knowledge. Good knowledge in English, equivalent to English 6.

More information about English language requirements


The selection is based on 1-165 credits.

Course Aim
After passing the course, the student should be able to:

Knowledge and understanding
1.   Describe and explain key concepts, theories and models related to consumer behavior.

Competence and skills
2.   Apply tools and concepts related to consumer behavior in order to analyze different types of consumers, as well as buying and consumption    situations.
3.   Analyze advertisements presented by marketers in different media channels, taking a consumer behavior perspective.
4.   Conduct and report a small-scale empirical study, based on appropriate theories/models.
5.    Identify and analyze the implications different aspects of consumer behavior could have on companies’ marketing practices.

Judgement and approach
6.    Analyze and evaluate consumer behavior from a sustainability perspective, with the help of theories and research within the area.
7.    Apply an analytical approach to define problems in consumer behavior and critically reflect upon companies’ marketing practices.
8.    Critically reflect on one’s own learning within the subject area of the course.

In marketing, the importance of having a customer focus is strongly emphasized. Understanding consumers' wants, needs, and motivations is essential in order to influence attitudes and increase loyalty. The course aims to provide in-depth knowledge of consumer behavior in different situations, and how this can be influenced or changed. Areas covered in the course include for example: perceptions, the self, motivations, personality, decision-making, attitudes, consumption cultures, and sustainable consumption. The course also highlights the importance of different aspects of consumer behavior for marketing, both at a strategic and tactical level.

Each course occasion´s language and form is stated and appear on the course page on Luleå University of Technology's website.
This course includes lectures, seminars, individual assignments, and group assignments. Students will practice independent work with individual assignments, as well working in small teams. The students will practice problem solving and collaboration capabilities through a group assignment. They will work on a group project that prepares them for the upcoming thesis, as they will design, conduct and present a small-scale empirical study. During lectures, the students get to engage in group discussions that help them to critically analyze current topics, such as sustainability, connected to consumer behavior.

The course is given in English; thus, students will practice their ability to communicate in spoken and written English.

If there is a decision on special educational support, in accordance with the Guideline Student's rights and obligations at Luleå University of Technology, an adapted or alternative form of examination can be provided.
The course is assessed through both individual and group assignments.

Course aims 1-3 are assessed through an individual written take-home exam.  

Course aims 4-7 are assessed through written group assignment, oral group presentation and seminar.  

Course aim 8 is assessed through an individual assignment.

Active participation and attendance at the mandatory seminars is required to pass the course.

Students must register for the courses themselves, or contact ETKS educational administration, no later than three days after the quarter commences. Failure to do so can result in the place being lost. This rule also applies to students with a guaranteed place.

Due to overlap, the course cannot be included in the degree together with IEM042, IEM027 or other course with similar content.

Maria Ek Styvén

Literature. Valid from Autumn 2021 Sp 1
Solomon, M.R., Hogg, M.K., Askegaard, S. & Bamossy, G. (latest edition). Consumer Behaviour: A European Perspective, Pearson.
Literature might be added.

Course offered by
Department of Social Sciences, Technology and Arts

CodeDescriptionGrade scaleCrStatusFrom periodTitle
0001Written take-home examU G#2.00MandatoryA21
0002Written group assignmentU G VG4.00MandatoryA21
0003Oral group presentation and seminarU G#1.00MandatoryA21
0004Individual assignmentU G#0.50MandatoryA21

Syllabus established
by Director of Undergraduate Studies Daniel Örtqvist, Department of Social Sciences, Technology and Arts 17 Feb 2021

Last revised