Consumer Behaviour, Bachelor Course

The course is offered as a freestanding course.
The course can be part of the following programmes: 1) Bachelor's Programme in Business and Economics (S1EKA)

Admission to the course requires at least 105 credits, at least 45 of which must be from FEK101 Business Administration, Organization and Leadership, 7.5 credits, FEK102 Business Administration, Marketing, 7.5 credits, FEK103 Business Administration, Financial Accounting, 7.5 credits, FEK104 Business Administration, Management Accounting, 7.5 credits, FEK201 Business Administration, Strategic Marketing Management, 7.5 credits, FEK202 Business Administration, Strategy, 7.5 credits, FEK203 Business Administration, Economic and Financial Management, 7.5 credits, FEK204 Business Administration and Operations Management, 7.5 credits, or from FEG100 Business Administration 1, 30 credits and FEG200 Business Administration 2, 30 credits or equivalent.

The course in consumer behaviour provides an in-depth understanding of consumer culture and the role or consumers on the market. Central concepts, theories and methods for analysing consumption of products, brands and advertisment are discussed in the course – analyses contributing valuable insights to strategic decisions in companies and other organizations. The course is divided into four main themes within consumer behaviour: Consumer society, Consumer practices, Consumer psychology, and Consumer research.

On successful completion of the course the student shall be able to:

1. describe and explain consumer behaviour from different scientific perspectives,
2. analyse and problematize contemporary consumption patterns,
3. design, apply, and reflect on consumer research methods.

The teaching is based on:
lectures, introducing the students to each main area; seminars or workshops, in which students engage with data collection, analysis and/or discussions; tutoring, for group assignments.

Language of instruction: English

Exam
All learning outcomes are assessed through an individually written exam.

Group assignments
Learning outcome 1 and 3 are assessed through group assignments within each module. These assignments include written text, presentation, and peer feedback.

Individual assignments
Learning outcome 1 is assessed through individual assignments within modules 1-3. These assignments include quizzes.

If a student who has been failed twice for the same examination element wishes to change examiner before the next examination session, such a request is to be granted unless there are specific reasons to the contrary (Chapter 6 Section 22 HF).

If a student has received a certificate of disability study support from the University of Gothenburg with a recommendation of adapted examination and/or adapted forms of assessment, an examiner may decide, if this is consistent with the course’s intended learning outcomes and provided that no unreasonable resources would be needed, to grant the student adapted examination and/or adapted forms of assessment.

If a course has been discontinued or undergone major changes, the student must be offered at least two examination sessions in addition to ordinary examination sessions. These sessions are to be spread over a period of at least one year but no more than two years after the course has been discontinued/changed. The same applies to placement and internship (VFU) except that this is restricted to only one further examination session.

If a student has been notified that they fulfil the requirements for being a student at Riksidrottsuniversitetet (RIU student), to combine elite sports activities with studies, the examiner is entitled to decide on adaptation of examinations if this is done in accordance with the Local Rules Regarding RIU Students at the University of Gothenburg.

The grading scale comprises: Excellent (A), Very good (B), Good (C), Satisfactory (D),Sufficient (E) and Fail (F).

To pass the course, a student must have achieved all learning outcomes. This means a passing grade (A-E) on the individually written exam and Pass (G) on all group and individual assignments. The course grade (A-F) is based on the individually written exam.

Grade (Definition) Characteristic:
A (Excellent) A distinguished result that is excellent with regard to theoretical depth, practical relevance, analytical ability and independent thought.

B (Very good) A very good result with regard to theoretical depth, practical relevance, analytical ability and independent thought.

C (Good) The result is of a good standard with regard to theoretical depth, practical relevance, analytical ability and independent thought and lives up to expectations.

D (Satisfactory) The result is of a satisfactory standard with regard to theoretical depth, practical relevance, analytical ability and independent thought.

E (Sufficient) The result satisfies the minimum requirements with regard to theoretical depth, practical relevance, analytical ability and independent thought, but not more.

F (Fail) The result does not meet the minimum requirements with regard to theoretical depth, practical relevance, analytical ability and independent thought.

Some occasional examination elements of the course may have the grading scale UG (Fail/Pass).

A course evaluation is conducted anonymously either digitally via the course website or via a written questionnaire handed out at the last scheduled meeting of the course or in connection with the exam. The results of the evaluation are to be communicated to students via the course committee and course website.
The results of and possible changes to the course will be shared with students who participated in the evaluation and students who are starting the course.

The School of Business, Economics and Law has an AI policy regarding the use of generative AI or similar tools. General rules and guidelines for the use of such tools are published and updated on the course's learning platform together with specific provisions applicable to this course.