602.422 (19W) Consumer Behavior (only for exchange students)

Wintersemester 2019/20

Registration deadline has expired.

First course session
07.10.2019 08:30 - 12:00 Turing On Campus
... no further dates known

Overview

Lecturer
Course title german Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students)
Type Lecture - Course (continuous assessment course )
Hours per Week 2.0
ECTS credits 2.0
Registrations 7 (30 max.)
Organisational unit
Language of instruction English
Course begins on 07.10.2019
eLearning Go to Moodle course

Time and place

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Course Information

Intended learning outcomes

The course deals with selected aspects in consumer behavior.  A special focus is on communication and advertising.

Consumer Behavior are the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.  Students will learn about consumers’ perception, learning and memory, motivation and values, the self, personality and lifestyle, as well as attitudes and persuasion.  They will learn how consumers make decisions and are influenced by their physical as well as social surroundings.  In addition, students will learn about cultural influences on consumers.

Teaching methodology including the use of eLearning tools

For preparation, students get reading assignments and cases.  In class, lecturer and students will discuss selected aspects of consumer behavior from the reading assignments.  Students prepare and present one or more case studies (group work).

Prior knowledge expected

Important: Students should read the book chapters in advance in order to be able to participate in the course!

Literature

Course Book via Library: Michael R. Solomon:  Consumer Behavior, Global Edition, Pearson, 12th edition, 2018 (recent earlier editions are fine, too).

Cases:  Available in Moodle when class starts

Examination information

Im Fall von online durchgeführten Prüfungen sind die Standards zu beachten, die die technischen Geräte der Studierenden erfüllen müssen, um an diesen Prüfungen teilnehmen zu können.

Assessment criteria / Standards of assessment for examinations

Written exam (70%), Case Studies (30%)

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 12W.4)
    • Subject: Marketing (Compulsory elective)
      • Consumer Behavior/ Konsumentenverhalten (Vertiefung) ( 2.0h VC / 2.0 ECTS)
        • 602.422 Consumer Behavior (only for exchange students) (2.0h VC / 2.0 ECTS)
  • Master's degree programme Information Management (SKZ: 922, Version: 19W.1)
    • Subject: Marketing (Compulsory elective)
      • 6.6.1 Konsumentenverhalten (Vertiefung) ( 0.0h VC / 2.0 ECTS)
        • 602.422 Consumer Behavior (only for exchange students) (2.0h VC / 2.0 ECTS)
          Absolvierung im 1., 2., 3., 4. Semester empfohlen
  • Master's degree programme Information Management (SKZ: 922, Version: 13W.2)
    • Subject: Marketing (Compulsory elective)
      • 5.6.1 Konsumentenverhalten (Vertiefung) ( 2.0h VC/KS / 2.0 ECTS)
        • 602.422 Consumer Behavior (only for exchange students) (2.0h VC / 2.0 ECTS)

Equivalent courses for counting the examination attempts

This course is not assigned to a sequence of equivalent courses