Consumer behaviour - F000695

Specific course requirements

All classes for this course are scheduled in a six-week time frame, during the first semester.

To participate in the course “Consumer Behaviour” the following is required:

  • a good command of the English language,
  • a profound knowledge of the basics of marketing (marketing strategies, segmentation, positioning, and the 4 P’s)

The course focuses on the following themes or topics:

  1. How consumers make decisions
  2. How consumers process information
  3. The influence of the social environment and marketing strategies
  4. Define optimal strategic and tactical marketing decisions taking into account changing customer needs

The latter topic is covered by the business game “Markstrat”. Students have to manage a fictitious company, in teams of five to six. For eight consecutive periods, each team has to make several strategic and tactical decisions in an effort to outperform its competitors in the industry (i.e., the other student teams). Participation in the business game is mandatory and presence during all team meetings is required !!!


The course requires active participation! (see below)
  • Register on Ufora before the first class
  • Make sure to be present during the first class, otherwise your access to the course will be denied
  • Download the course outline from Ufora
  • Form teams of 1 to 6 students (smaller groups will be merged together so that final teams consist of 4 to 6 students)
  • Register and pay the participation fee for Markstrat (cf. 60 €, see course outline on Ufora)
  • Download the powerpoint presentation before the class starts
  • Prepare the small group assignments on time
  • Actively participate in the business game
  • Regularly check the announcements on Ufora


The course evaluation entails permanent evaluation only (see below)

The evaluation consists of:

  • An individual test on the Markstrat manual (10%)
  • A written paper (25%) and oral presentation (5%) of the marketing strategies used in the business game (which are prepared in team), adjusted for peer evaluation: free riders cannot pass for the Markstrat paper and presentation.
  • Five small group assignments (10%)
  • A written exam (50%) at the end of the course 
  • In order to be able to pass for the course, students should have participated in ALL parts of the course


General course specifications

Consult the general specifications of this course in the exchange programme in economics and business admin.