602.419 (24S) Consumer Behavior and Media
Überblick
- LV-Titel englisch Consumer Behavior and Media
- LV-Art Vorlesung-Kurs (prüfungsimmanente LV )
- LV-Modell Präsenzlehrveranstaltung
- Semesterstunde/n 2.0
- ECTS-Anrechnungspunkte 4.0
- Anmeldungen 59 (35 max.)
-
Organisationseinheit
- Unterrichtssprache Englisch
- mögliche Sprache/n der Leistungserbringung Englisch
- LV-Beginn 03.06.2024
- Seniorstudium Liberale Ja
Zeit und Ort
LV-Beschreibung
Intendierte Lernergebnisse
Upon successful completion of the unit "Consumer Behaviour and Media," students are expected to achieve a comprehensive understanding of the dynamic interplay between technology, media, and consumer behavior. Specifically, students will:
- Identify and critically analyze major technological trends and their impact on consumer behavior, including how consumers interact with and are influenced by media.
- Explore the changing landscape of media consumption patterns, with a focus on the shift from traditional to digital platforms and the role of social media in shaping consumer preferences and decisions.
- Examine the concept of disruptive technology and its potential to transform industries, alter consumer habits, and redefine the way we live, work, and engage with media.
- Evaluate the ethical considerations and societal implications of emerging media and technology trends, particularly in relation to consumer privacy, data security, and digital well-being.
- Apply theoretical knowledge to current examples, drawing from real-world case studies and recent research findings to illustrate the practical application of consumer behavior theories in the context of media and technology.
- Develop strategic thinking skills to anticipate future trends in media and technology, and propose innovative solutions to potential challenges that businesses and consumers may face.
- Enhance communication and analytical skills through group discussions, presentations, and written assignments, encouraging a critical and reflective approach to understanding the complex relationship between consumers, media, and technology.
This unit will provide students with the tools and perspectives necessary to navigate and succeed in a rapidly evolving digital landscape, preparing them for careers in marketing, media, and beyond. Through interactive lectures, engaging discussions, and hands-on projects, students will gain a deep appreciation for the power of technology and media to influence consumer behavior and drive societal change.
Lehrmethodik
- Lecture, case studies and discussions
- Individual assignment
- Group assignment
- Oral group presentation
Inhalt/e
This course, "Consumer Behaviour and Media" focuses on the intersection of consumer behavior, media communication, and the digital landscape. It aims to provide students with insights into how media communication strategies and digital platforms influence consumer perceptions, decisions, and interactions. The course content is tailored to explore the psychological, social, and cultural aspects of consumer behavior in the context of evolving media environments.
Literatur
Students are asked to read and deal with scientific papers on the topics covered. All papers will be provided in the course.
See below for example papers:
- Hofstede, Geert. 2011. Dimensionalizing cultures: The hofstede model in context. Online Readings in Psychology and Culture 2, no.1:1-26.
- Huhmann, B.A., and B. Mott-Stenerson. 2008. Controversial advertisement executions and involvement on elaborative processing and comprehension. Journal of Marketing Communications 14, no.4: 293–313.
- Prendergast, G., W.-L. Cheung, and D. West. 2008. How far is too far? The antecedents of offensive advertising in modern China. Journal of Advertising Research 48, no.4: 484-495.
- Singh, P.P. and H. S. Chahal. 2020. Consumers attitude towards controversial television commercials and its impact on purchase intentions. Management and Labour Studies 45, no.1: 118-141.
- Roettl, J., & Terlutter, R. (2018). The same video game in 2D, 3D or virtual reality: How does technology impact game evaluation and brand placements? PLOS ONE, 13(7): e0200724. https:// doi.org/10.1371/journal.pone.0200724
- Terlutter, R., S. Diehl, I. Koinig, K. Chan and L. Tsang. 2022. “I’m (not) offended by whom I see!” The role of culture and model ethnicity in shaping consumers’ responses toward offensive
Prüfungsinformationen
Beurteilungsschema
Note BenotungsschemaPosition im Curriculum
- Masterstudium Wirtschaftsrecht
(SKZ: 900, Version: 19W.2)
-
Fach: Grundlagen des Rechts, wirtschaftswissenschaftliche Wissensgebiete, sonstige Wissensgebiete mit Bezug zum Recht
(Wahlfach)
-
PM 9.2 Kompetenzerweiterung Wirtschaftswissenschaften (
0.0h XX / 8.0 ECTS)
- 602.419 Consumer Behavior and Media (2.0h VC / 4.0 ECTS) Absolvierung im 2., 3. Semester empfohlen
-
PM 9.2 Kompetenzerweiterung Wirtschaftswissenschaften (
0.0h XX / 8.0 ECTS)
-
Fach: Grundlagen des Rechts, wirtschaftswissenschaftliche Wissensgebiete, sonstige Wissensgebiete mit Bezug zum Recht
(Wahlfach)
- Masterstudium Angewandte Betriebswirtschaft
(SKZ: 918, Version: 12W.4)
-
Fach: Marketing
(Wahlfach)
-
Consumer Behavior and Media (
2.0h VC / 2.0 ECTS)
- 602.419 Consumer Behavior and Media (2.0h VC / 2.0 ECTS)
-
Consumer Behavior and Media (
2.0h VC / 2.0 ECTS)
-
Fach: Marketing
(Wahlfach)
- Masterstudium Information Management
(SKZ: 922, Version: 19W.1)
-
Fach: Marketing
(Wahlfach)
-
6.6.2 Consumer Behavior and Media (
0.0h VC / 2.0 ECTS)
- 602.419 Consumer Behavior and Media (2.0h VC / 2.0 ECTS) Absolvierung im 1., 2., 3., 4. Semester empfohlen
-
6.6.2 Consumer Behavior and Media (
0.0h VC / 2.0 ECTS)
-
Fach: Marketing
(Wahlfach)
- Masterstudium Information Management
(SKZ: 922, Version: 23W.1)
-
Fach: Marketing
(Wahlfach)
-
6.5.2 Advanced Marketing 2 (
0.0h VC, VI, VO / 4.0 ECTS)
- 602.419 Consumer Behavior and Media (2.0h VC / 4.0 ECTS) Absolvierung im 1., 2., 3., 4. Semester empfohlen
-
6.5.2 Advanced Marketing 2 (
0.0h VC, VI, VO / 4.0 ECTS)
-
Fach: Marketing
(Wahlfach)
- Masterstudium Media and Convergence Management
(SKZ: 150, Version: 13W.2)
-
Fach: Innovation and Marketing (IAM)
(Pflichtfach)
-
Consumer Behavior and Media (IAM) (
2.0h VK / 4.0 ECTS)
- 602.419 Consumer Behavior and Media (2.0h VC / 4.0 ECTS) Absolvierung im 2. Semester empfohlen
-
Consumer Behavior and Media (IAM) (
2.0h VK / 4.0 ECTS)
-
Fach: Innovation and Marketing (IAM)
(Pflichtfach)
Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung
-
Sommersemester 2023
- 602.419 VC Consumer Behavior and Media (2.0h / 4.0ECTS)
-
Sommersemester 2022
- 602.419 VC Consumer Behavior and Media (2.0h / 4.0ECTS)
-
Sommersemester 2021
- 602.419 VC Consumer Behavior and Media (2.0h / 4.0ECTS)
- Sommersemester 2020
- Sommersemester 2019
- Sommersemester 2018
- Sommersemester 2017
- Sommersemester 2016
- Sommersemester 2015
- Sommersemester 2014
-
Sommersemester 2013
- 602.420 VK Consumer Behavior and Media (2.0h / 4.0ECTS)