Consumer behaviour (BRH350)

The course focus is on giving students a deeper understanding of the consumer. A successful marketing strategy must be based on knowledge about consumer behavior. For marketers, the key to successful development of marketing tactics is to understand how consumers think and feel (consumer psychology), how they make their decisions, and what are the main antecedents influencing consumers´ decisions.

Course description for study year 2023-2024. Please note that changes may occur.


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NB! The course does not have teaching/assessment in the academic year 2023/24.

As part of the course we will be exploring the consumer as individuals, how the social and cultural setting influences the consumer and the consumers decision-making process. The course will build on the knowledge from marketing and offer the opportunity to get a deeper understanding of the role of consumer segmentations in marketing.  

Learning outcome


After completing the course, students should

  • · have a good understanding of most central concepts within the field of consumer behaviour.
  • · have acquired an understanding of the field as an academic discipline.
  • · Have an understanding of the complexity of the consumer's decision-making processes.
  • · have knowledge of the variables that affect the consumer in different choice situations


After completing the course, students should be able to

  • · apply different theories and models to explain and understand processes that make the consumer choose one product over another, and processes that arise after the purchase, and which influence future buying behavior.
  • · apply the knowledge gained about the consumer to solve marketing challenges.

General competence:

After completing the course, students should be able to

  • understand and elaborate on key premises and assumptions on which the subject area consumer behaviour is based.

Required prerequisite knowledge

BRH210 Marketing


Form of assessment Weight Duration Marks Aid
Written exam 1/1 4 Hours Letter grades

Coursework requirements

Obligatorisk gruppeoppgave
A compulsory group assignment with presentation must be completed and approved before the candidate can sit for the written exam. Recommended group size is 3-5 students per. group. 

Course teacher(s)

Course coordinator:

Heidi Victoria Skeiseid

Method of work

The teaching will include a combination of lectures, presentations, discussions and self-study. It is expected that student come prepared to lectures and can  actively participate in discussions. 

Open for

Hotel Management - Bachelor's Degree Programme Tourism Management - Bachelor's Degree Programme

Course assessment

There must be an early dialogue between the course coordinator, the student representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital course evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.


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