Consumer Behavior

Understanding the consumer behavior is important for both for-profit and non-profit organisations in developing successful organisational and marketing strategies. Consumer behaviour involves the thoughts and feelings people experience and the actions they perform in consumption processes. It also includes all the things in the environment that influence these thoughts, feelings, and actions.

In this course, you will familiarise yourself with the basic theories, ideas, concepts, and methods of consumer research and consumer marketing as well as the marketing ethics. Upon the completion of the course, you will have a general understanding about the psychological, social, and cultural processes involved when consumers – as individuals or as groups – select, purchase, use, or discard products, services, ideas, or experiences.

The Open University at the Aalto University School of Economics organises this Bachelor’s level course and it is especially relevant to the students of business economics and other social sciences. The teachers come from the Department of Marketing and Management of the University. Foundation in marketing studies is the prerequisite for participation.

The course consists of lectures, reading and other assignments, several preparatory examinations, and a final examination. Through the exercises and assignments, the students will learn to apply the concepts of consumer research to managerial consumer behavior related problems. For a satisfactory completion, the student’s participation in the lectures and active work with the assignments as well as success in the exams is the prerequisite. The final grade – issued at the end of the course – is based on the evaluation of the assignments, preparatory examinations (60 %), and the final exam (40 %), which covers the entire course material.

Please direct any questions concerning the content of this course to the coordinator, Ms. Ilona Mikkonen, ilona.mikkonen(at)hse.fi. Any questions on the general arrangements (accommodation, scholarship, etc.) should be addressed to the Summer School's office at summer-school@helsinki.fi