602.422 (19W) Consumer Behavior (only for exchange students)
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
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
Assessment criteria / Standards of assessment for examinations
Written exam (70%), Case Studies (30%)
Grading scheme
Grade / Grade grading schemePosition 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)
-
Consumer Behavior/ Konsumentenverhalten (Vertiefung) (
2.0h VC / 2.0 ECTS)
-
Subject: Marketing
(Compulsory elective)
- 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
-
6.6.1 Konsumentenverhalten (Vertiefung) (
0.0h VC / 2.0 ECTS)
-
Subject: Marketing
(Compulsory elective)
- 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)
-
5.6.1 Konsumentenverhalten (Vertiefung) (
2.0h VC/KS / 2.0 ECTS)
-
Subject: Marketing
(Compulsory elective)