602.422 (20W) Consumer Behavior (only for exchange students)

Wintersemester 2020/21

Registration deadline has expired.

First course session
15.10.2020 08:30 - 12:00 HS 9 On Campus
... no further dates known

Overview

Due to the COVID-19 pandemic, it may be necessary to make changes to courses and examinations at short notice (e.g. cancellation of attendance-based courses and switching to online examinations).

For further information regarding teaching on campus, please visit: https://www.aau.at/en/corona.
Lecturer
Course title german Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students)
Type Lecture - Course (continuous assessment course )
Course model Blended learning course
Online proportion 83%
Hours per Week 2.0
ECTS credits 2.0
Registrations 9 (30 max.)
Organisational unit
Language of instruction English
Course begins on 15.10.2020

Time and place

Please note that the currently displayed dates may be subject to change due to COVID-19 measures.
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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.

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

Teaching methodology including the use of 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).

Course content

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)

Prior knowledge expected

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

Modified examination information (exceptional COVID-19 provisions)

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

Group work and presentation (30% of final grade)

Examination methodology

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

Group work and presentation (30% of final grade)

Examination topic(s)

Open Book Exam at Home: Textbook, slides

Group work: Specific topics from "The digital consumer"

Assessment criteria / Standards of assessment for examinations

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

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)

Equivalent courses for counting the examination attempts

This course is not assigned to a sequence of equivalent courses