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