Understanding Customer Behaviour (5 cr)

Learning outcomes

The student is able to
- define the factors that underlie customer actions, feelings and judgment processes
- describe purchasing decisions from the perspective of the individual and the organization*
- analyze patterns and trends in customer behavior

*The verb 'understand' has been replaced effective 1st of August 2024.

Location and time

Coaching sessions weekly at Digital Living Lab.

Teaching methods

Understanding customers can be challenging. How do we define what is valuable for an individual customer? What about organizations as customers? Today, many of the trends are international, but their local interpretation and implementation may still be very multifold. The study of the human mind has gone a long way, but part of the mind’s operations, especially on individual level, still remain difficult to forecast.
During this course we will define the factors that underlie customer actions, feelings, and judgment processes. We strive to understand purchasing decisions from the perspective of the individual and the organization, and analyze patterns and trends in customer behaviour.

The course grade is composed of two assignments which both need to be successfully completed and handed in by the deadlines. The assignments that arrive late will be graded only if the late handing in has been agreed in advance with the teacher. The honoring of deadlines is taken into account in the grading. The late handing in will lower the grade, and if not justified, disallows the completing of this course.

Evaluation scale

H-5