Marketing and Consumer Behaviour, 7.5 credits (723G61)

Marketing and Consumer Behaviour, 7.5 hp

Course description

The course introduces students to marketing and consumer behavior. Central in the course is the process and activities consumers engage in when acting on today´s markets e.g., selecting, purchasing, using, evaluating, and disposing products and services. At the core of consumer behavior is the study of how the world is influenced by the actions of marketers and the understanding of the wider role of consumers, consumption culture and consumerism in todays world.

Main field of study

Business Administration


First cycle

Course type

Single subject course


Mikael Ottosson

Course coordinator

Mikael Ottosson, Hugo Guyader

Director of studies or equivalent

Svjetlana Pantic Dragisic

Available for exchange students



Kostas Mitropoulos, International Coordinator

Svjetlana Pantic Dragisic, Study Director

Course offered for Semester Weeks Language Campus VOF
Single subject course (Full-time, Day-time) Spring 2022 v202204-202208 English Linköping

Main field of study

Business Administration

Course level

First cycle

Advancement level


Entry requirements

  • At least two years (120 ECTS credits) of undergraduate studies, of which a minimum of 60 ECTS credits in Business Administration, or equivalent.
  • English corresponding to the level of English in Swedish upper secondary education (English 6/B)
    (Exemption from Swedish)

Intended learning outcomes

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 

Course 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. 

Teaching and working methods

The course is organized through a combination of lectures, seminars and teamwork around a real-world case. Lectures provide perspectives on the course content, and students should not expect repeating all content in the course literature. Students may have to prepare tasks and assignments for seminars and teamwork. Language of instruction is English. 


The course will be examined through teamwork assignment, and individual written examination at the end of the course. Detailed information about the examination can be found in the course's study guide.

If special circumstances prevail, and if it is possible with consideration of the nature of the compulsory component, the examiner may decide to replace the compulsory component with another equivalent component.

If the LiU coordinator for students with disabilities has granted a student the right to an adapted examination for a written examination in an examination hall, the student has the right to it.

If the coordinator has recommended for the student an adapted examination or alternative form of examination, the examiner may grant this if the examiner assesses that it is possible, based on consideration of the course objectives.

An examiner may also decide that an adapted examination or alternative form of examination if the examiner assessed that special circumstances prevail, and the examiner assesses that it is possible while maintaining the objectives of the course.

Students failing an exam covering either the entire course or part of the course twice are entitled to have a new examiner appointed for the reexamination.

Students who have passed an examination may not retake it in order to improve their grades.



Other information

If special circumstances prevail, the vice-chancellor may in a special decision specify the preconditions for temporary deviations from this course syllabus, and delegate the right to take such decisions.

Planning and implementation of a course must take its starting point in the wording of the syllabus. The course evaluation included in each course must therefore take up the question how well the course agrees with the syllabus. 

The course is carried out in such a way that both men´s and women´s experience and knowledge is made visible and developed.


Institutionen för ekonomisk och industriell utveckling


Ekström, Karin M., Ottosson, Mikael, Parment, Anders, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, Företagsekonomi, Originator, Linköpings universitet, Filosofiska fakulteten, Originator, Högskolan i Borås, Akademin för textil, teknik och ekonomi, Originator, Ekström, Karin M., Ottosson, Mikael, Parment, Anders, (2017) Consumer Behavior: Classical and Contemporary Perspectives

ISBN: 9144116810,9789144116815

Additional literature will be added according to information at the start of the course. A complete literature list will be available on Lisam.

ASS1 Teamwork Assignment EC 2.5 credits
EXA1 Written Examination EC 5 credits

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