Buying behaviour - F710301

Specific course requirements

To participate in the course, the following is required: a good command of the English knowledge and a profound knowledge of the basics of marketing (marketing strategies, segmentation, positioning, and the 4 P’s)


Some important steps:

  1. Register on Ufora in the week before the start of the academic year.
  2. Before the first lecture: download the slides from Ufora
  3.  Be present and actively participate in the lectures
  4. Regularly check the announcements on Ufora during the semester


Course materials:

Course slides (see Ufora)



  • Group or individual work (30% of grade): perform an assignment on a particular topic that is discussed in class. Present this assignment in-class. Students or groups register for an assignment on Ufora. Further information on assignments and organization of presentations will be communicated through Ufora and during lectures.
  • Participate in academic research (20% of grade). Students have to participate in 2 scientific research sessions of 50 minutes and have to be present during debriefing session of this research.
  • Written test (50% of grade): Partly multiple choice questions, partly open questions: 50% of grade.


The course focuses on the following themes or topics:

  1. How consumers make buying decisions
  2. The influence of the social environment and individual differences on buying behavior
  3. Situational influences on buying behavior marketing strategies 


General course specifications

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