Consumer Behavior
Bachelor of Business Administration (BBA) – Consumer Behavior
Degree: Bachelor of Business Administration (BBA) – Consumer Behavior
Major: Consumer Behavior and Market Insights
Duration: 4 years (8 semesters)
Total Credits: 116 (approximately 33 credits per semester)
You’ll develop the analytical and cultural awareness skills needed to understand how people think, feel, and make buying decisions preparing you to interpret consumer motivations, predict market trends, and make a meaningful impact in the world of business and marketing.
- 4 Years / Onsite
- Intakes: September, February
Overview
Consumer Behavior examines how individuals and groups make purchasing decisions and how cultural, psychological, and social factors shape those choices. At EIBI University, we explore the many ways that consumer insights can be used and sometimes misused to influence perceptions, guide marketing strategies, and shape markets across the world.
Students engage in interactive discussions and case studies, analyzing real-world marketing examples from multiple perspectives such as motivation, perception, lifestyle, and cultural influence. They apply behavioral theories to understand why consumers act the way they do and use these insights to design strategies that meet both business goals and ethical standards.
Career Opportunities
Our graduates work and intern in a wide range of roles across diverse fields market research, brand strategy, consumer insights, advertising, retail management, public relations, product development, and digital marketing. Some graduates go on to start their own businesses, while others pursue advanced studies in marketing analytics, psychology, business administration, or related disciplines.
Program Learning Outcomes
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Demonstrate an understanding of how consumer behavior shapes social trends, cultural values, and purchasing patterns and how individuals and groups influence markets in both local and global contexts.
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Be able to apply a variety of behavioral and analytical tools to study motivations, perceptions, and decision-making processes that guide consumer choices across different cultures and industries.
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Demonstrate an understanding of the ethical, psychological, and social implications of influencing consumer behavior and be prepared to use this knowledge to promote responsible, inclusive, and sustainable marketing practices.
Programme
🎓Year 1 - Foundation Courses
Year 1: Foundation Courses
Semester 1
| Course Title | Course Code | Credits |
|---|---|---|
| Principles of Marketing | MKT101 | 3 |
| Introduction to Business | BUS102 | 3 |
| Microeconomics | ECO103 | 3 |
| Business Communication | COM104 | 3 |
| Quantitative Methods I | MTH105 | 3 |
| Academic Writing & Research | ENG106 | 3 |
Semester 2
| Course Title | Course Code | Credits |
|---|---|---|
| Consumer Psychology | CBR107 | 3 |
| Macroeconomics | ECO108 | 3 |
| Principles of Accounting | ACC109 | 3 |
| Digital Literacy & Analytics | INF110 | 3 |
| Quantitative Methods II | MTH111 | 3 |
🎓Year 2 - Core Behavioral Marketing
Year 2: Core Behavioral Marketing Courses
Semester 1
| Course Title | Course Code | Credits |
|---|---|---|
| Market Research & Insights | MKT201 | 3 |
| Brand Management | BRD202 | 3 |
| Advertising & Promotion | ADV203 | 3 |
| Social & Cultural Consumer Trends | CBR204 | 3 |
| Business Ethics & Corporate Behavior | BUS205 | 3 |
Semester 2
| Course Title | Course Code | Credits |
|---|---|---|
| Consumer Data Analytics | DAT206 | 3 |
| Pricing Strategy & Value Perception | MKT207 | 3 |
| Organizational Behavior | OBH208 | 3 |
| Digital Consumer Experience | CBR209 | 3 |
🎓Year 3 - Advanced Consumer Marketing & Analytics
Year 3: Advanced Consumer Marketing & Analytics
Semester 1
| Course Title | Course Code | Credits |
|---|---|---|
| Advanced Consumer Behavior | CBR301 | 3 |
| Customer Relationship Management | CRM302 | 3 |
| Behavioral Marketing Research Methods | MKT303 | 3 |
| Digital Marketing Analytics | DMA304 | 3 |
| Marketing Law & Ethics | MLE305 | 3 |
Semester 2
| Course Title | Course Code | Credits |
|---|---|---|
| Neuromarketing | CBR306 | 3 |
| Brand Strategy & Innovation | BRD307 | 3 |
| Consumer Decision Making | CBR308 | 3 |
| Marketing Capstone Project I | MKT309 | 3 |
🎓Year 4 -Strategic Consumer Marketing & Capstone
Year 4: Strategic Consumer Marketing & Capstone
Semester 1
| Course Title | Course Code | Credits |
|---|---|---|
| Advanced Marketing Strategy | MKT401 | 3 |
| Consumer Insights & Forecasting | CBR402 | 3 |
| Digital Marketing Strategy | DMA403 | 3 |
| Innovation & Entrepreneurship in Marketing | MKT404 | 3 |
| Strategic Management | MGT405 | 3 |
Semester 2
| Course Title | Course Code | Credits |
|---|---|---|
| Marketing Capstone Project II | MKT406 | 3 |
| Global Marketing Strategies | MKT407 | 3 |
| Ethics & Sustainability in Marketing | MKT408 | 3 |
| Entrepreneurial Marketing | MKT409 | 3 |
Contact us
Zernike Science Park, Zernikeplein 1,9747
AS Groningen, Netherlands
How to Apply?
- You Apply
Tell us a little about yourself and we’ll help with the rest. Our convenient online application tool only takes 10 minutes to complete.
- We Connect
After you submit your application, an admissions representative will contact you and will help you to complete the process.
- You Get Ready
Once you’ve completed your application and connected with an admissions representative, you’re ready to create your schedule.