ØAM111 Marketing Management II - Consumer Behaviour

Course description for academic year 2020/2021

Due to Covid-19, changes may occur in course descriptions for the autumn semester of 2020. Changes in each course will be published on Studentweb or Canvas. When a course description has been changed there, the description on web is no longer valid. Examples of such changes could be accomplishment of practice, course type, or whether letter grades or passed/not passed will be used as grading scales.

Contents and structure

Students are introduced to the main concepts of consumer behaviour; focus is in psychological, social, and cultural factors. The consumer decision-making process is discussed in detail and related to the organizational decision-making process. The ability to convey a message in a professional way in writing and through oral presentation is a vital skill and fostered throughout the course.

Learning Outcome

Learning outcomes


On completion of this course student will know about:

  • The typical consumer decision-making process
  • Various psychological mechanisms that may explain/interpret consumer behaviour
  • Factors that influence consumers
  • Conductiong quantitative and qualitative consumer surveys


On completion of this course students will be ablo to

  • Apply various consumer theories to the process of segmenting a market, developing and changing products and services, creating messages in ads etc.

General competence

On completion of this course students will be able to:

  • Master critical thinking in the practical task of marketing products and services.

Recommended previous knowledge

Marketing Management I (ØAO002).

Teaching methods

Lectures, cases and challenges.

Course requirements

Two submissions must be approved before taking the exam.

Approved submissions are valid the examination semester and 3 following semesters.


Written examination, 5 hours. The examination may be digital.

Time and place for the examination will be announced at Studentweb.

Grading scale is A-F where F is fail.

Examination support material

One simple standard HVL approved calculator.

More about examination support material

Course reductions

  • ØAM102 (1) - Marketing Management II - Reduction: 5 studypoints