602.422 (20W) Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students)

Wintersemester 2020/21

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Erster Termin der LV
15.10.2020 08:30 - 12:00 , HS 9 On Campus
Nächster Termin:
22.10.2020 08:30 - 12:00 , Online Off Campus

Überblick

Bedingt durch die COVID-19-Pandemie können kurzfristige Änderungen bei Lehrveranstaltungen und Prüfungen (z.B. Absage von Präsenz-Lehreveranstaltungen und Umstellung auf Online-Prüfungen) erforderlich sein.

Weitere Informationen zum Lehrbetrieb vor Ort finden Sie unter: https://www.aau.at/corona.
Lehrende/r
LV-Titel englisch
Consumer Behavior (only for exchange students)
LV-Art
Vorlesung-Kurs (prüfungsimmanente LV )
LV-Modell
Blended-Learning-Lehrveranstaltung
Online-Anteil
83%
Semesterstunde/n
2.0
ECTS-Anrechnungspunkte
2.0
Anmeldungen
9 (30 max.)
Organisationseinheit
Unterrichtssprache
Englisch
LV-Beginn
15.10.2020
Anmerkungen

Please note that changes are possible, especially with regard to teaching on campus, i.e. campus teaching may be turned into online teaching. If students prefer, the portion of online teaching can be increased. 

Zeit und Ort

Beachten Sie bitte, dass sich aufgrund von COVID-19-Maßnahmen die derzeit angezeigten Termine noch ändern können.
Liste der Termine wird geladen...

LV-Beschreibung

Intendierte Lernergebnisse

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.

The focus of the case study in this course is:  The digital consumer

Lehrmethodik inkl. Einsatz von eLearning-Tools

In class, lecturer and students will discuss selected aspects of consumer behavior from the course material. 

Students prepare and present one case studies (online group work and online presentation).

Inhalt/e

1. Introduction to Consumer Behavior

2. Buying, Having and Being

3. Perception

4. Learning and Memory

5. Motivation and Affect

6. The Self: Mind, Gender, and Body 

7. Personality, Lifestyles and Values 

8. Attitudes and Persuasive Communication 

9. Decision Making 


Case study work (group activity)

Erwartete Vorkenntnisse

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

Literatur

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

Prüfungsinformationen

Geänderte Prüfungsinformationen (COVID-19 Ausnahmeregelung)

Open Book Exam at Home (counts for 70% of final grade)

Group work and presentation (30% of final grade)

Prüfungsmethode/n

Open Book Exam at Home (counts for 70% of final grade)

Group work and presentation (30% of final grade)

Prüfungsinhalt/e

Open Book Exam at Home: Textbook, slides

Group work: Specific topics from "The digital consumer"

Beurteilungskriterien/-maßstäbe

Open Book Exam at Home: Quality and quantity of responses to exam questions, line of argumentation, comprehensibility

Group work: Quality and quantity of content in the group work, form of presentation/slides, line of argumentation, creativity

Beurteilungsschema

Note/Grade Benotungsschema

Position im Curriculum

  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 12W.4)
    • Fach: Marketing (Wahlfach)
      • Consumer Behavior/ Konsumentenverhalten (Vertiefung) ( 2.0h VC / 2.0 ECTS)
        • 602.422 Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students) (2.0h VC / 2.0 ECTS)

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