Foundations of Customer Buying Behavior


Content, progress and pedagogy of the module

The module builds on the marketing thinking of the customer as the central focus point of the company’s orientation. The precondition for this is understanding the customer, and what influence and drive the customer’s buying behaviour. The module provides the foundation for building this understanding in both a B2B and consumer context.

Learning objectives


The objective is that the student after the module possesses the necessary knowledge on:

  • central theoretical approaches to customer buying behaviour and be able to reflect on these.
  • advantages and disadvantages of various theoretical perspectives, methods, and approaches to customer buying behaviour.


The objective is that the student after the module possesses the necessary skills in:

  • understanding and explaining central theoretical aspects of the foundations of customer buying behaviour.
  • selecting relevant theories for understanding and analysing practical problems in relation to customer buying behaviour.
  • applying relevant theories in analysing and solving specific issues within customer buying behaviour.


The objective is that the student after the module possesses the necessary competences in:

  • independently use and applying relevant knowledge and skills within customer buying behaviour to generalise, abstract, and build understanding of central buying behaviour problems.
  • manage to combine theory and practice in an academic way within a central problem in relation to customer buying behaviour.
  • convert knowledge and skills in relation to customer buying behaviour to concrete marketing actions, tactics and strategies.

Type of instruction

For information see § 17.



The module shares exams with

Facts about the module

Danish titleGrundlag for kunders købsadfærd
Module codeKAMAR20202
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities