Undergraduate Consumer Behavior and Customer Analysis

In this course, students will develop an understanding of the fundamentals of consumer behavior and the ways in which consumer behavior can be influenced. To do so, they will learn concepts and theories to provide them with insight into the drivers of consumer behaviour, including the analysis of how consumers make decisions. Moreover, several company examples will be discussed that show how insights about consumer behavior are applied and implemented in business contexts.


The knowledge obtained in this unit can be of significant benefit to both individual consumers, who can use it to make better consumption decisions, and to both for-profit and not-for-profit organisations who can apply it to develop more effective marketing strategies.


Topics that will be covered include:
- Consumer segmentation
- Tools to conduct consumer research
- Consumer decision making process (e.g., problem recognition, information search)
- Internal influences on consumer behavior (e.g., exposure, attention, motivation, attitudes, memory, knowledge, learning)
- External influences on consumer behavior (e.g., social influence, reference groups, cultural influences)
- Consumer biases and heuristics
- Consumer behavior in the age of artificial intelligence

Course leader

Johannes Hattula - Department of Marketing

Target group

This is a bachelor level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals.

Course aim

Identify the main concepts associated with consumer behavior and determine how they may influence marketing mix decisions

Understand the consumer decision making process

Identify mental shortcuts consumers use in the decision process

Examine the internal and external influences impacting consumer behavior

Develop an understanding how new technologies influence consumer behavior

Provide implications of consumer behavior for marketers and policy makers

Credits info

7.5 EC
This is a 6-week course. You can combine up to two 6-week courses making 15 ECTS in total.
Find more information on our website.

Fee info

DKK 6000: Tuition fee for Open University students (EU/EEA/Swiss citizenship)
DKK 12000: Tuition fee for non-European students.