Consumer Behavior and Marketing
7,5 ECTS CREDITS
Approved 2008-02-08 by the Faculty Board at Gotland University.
The syllabus is valid as from the fall semester of 2007.
SUBJECT AND LEVEL
Business Administration. Advanced level
After the course, the student should be able to...
• Basic models for consumer decision processes
• Main theories in communications
• Tools for crafting marketing communication strategies
• A consumer decision process
• A market offering from a consumer perspective
• Advertising campaigns
- outline and present:
• A case analysis regarding consumer oriented marketing communications
The course aims at selecting and discussing texts in course litterature, reviewed articles and other
sources, that deals with consumer behavior and marketing communication issues and questions, such as
what drives needs and wants, how are consumer preferences and habits formed, how is culture, mass
media and social media affecting consumers thoughts, emotions and behavior?
A minimum of 90 ECTS-Credits in Business Administration is required, including a minimum of 15
ECTS-Credits in marketing or equivalent.
Individual and team presentations of course litterature, reviews and case studies. Lectures and guest
lectures. Discussions. Mandatory attendance in the seminars and presentations.
EXAMINATION AND GRADES
Written examination (individual) with credits for active participation and passed seminar assignments.
Exams may include material presented on lectures. Course grades are Pass with Distinction (”VG”), Pass
(”G”) and Fail (“U”)
According to a separate decision