602.420 (17W) Consumer Behavior
Overview
- Lecturer
- Course title german Consumer Behavior - Konsumentenverhalten (Vertiefung)
- Type Lecture - Course (continuous assessment course )
- Hours per Week 2.0
- ECTS credits 2.0
- Registrations 28 (30 max.)
- Organisational unit
- Language of instruction English
- possible language(s) of the assessment English
- Course begins on 11.10.2017
- 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).
Course content
Course content:
day | Date | Content | Chapters |
1 | WED, 11.10.2017 | Introduction Consumers as Individuals (Perception, Learning and Memory, Motivation and Values) | 2, 3, 4 |
2 | THU, 12.10.2017 | Consumers as Individuals (The Self, Personality and Lifestyle, Attitudes and Persuasion) | 5, 6, 7 |
3 | MON, 16.10.2017 | Consumers as Decision Makers (Decision Making, Buying and Disposing, Groups) | 8, 9, 10 |
4 | TUE, 17.10.2017 | Repetition and Structure of the Final Written Exam Introduction to Case Studies | |
Groups Work on Cases | |||
5 | FRI, 27.10.2017 Room: E2.25 | Q & A (if needed by group) Individual Meetings | |
Groups Work on Cases | |||
6 | MON, 13.11.2017 | Presentations of Case Studies | |
7 | TUE, 14.10.2017 | Presentations of Case Studies |
Prior knowledge expected
Important: Students should read the book chapters in advance in order to be able to participate in the course! (The book is available in the library)
Literature
MichaelR. Solomon: Consumer Behavior, GlobalEdition, Pearson, 9th edition, 2011.
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)
- 602.420 Consumer Behavior (2.0h VC / 2.0 ECTS)
-
Consumer Behavior/ Konsumentenverhalten (Vertiefung) (
2.0h VC / 2.0 ECTS)
-
Subject: Marketing
(Compulsory elective)
Equivalent courses for counting the examination attempts
-
Wintersemester 2019/20
- 602.420 VC Consumer Behavior - Konsumentenverhalten (Vertiefung) (2.0h / 2.0ECTS)
-
Wintersemester 2018/19
- 602.420 VC Consumer Behavior - Konsumentenverhalten (Vertiefung) (2.0h / 2.0ECTS)
- Wintersemester 2016/17
- Wintersemester 2015/16
- Wintersemester 2014/15
- Wintersemester 2013/14
-
Wintersemester 2012/13
- 602.420 VK Consumer Behavior - Konsumentenverhalten (Vertiefung) (2.0h / 2.0ECTS)
-
Wintersemester 2011/12
- 602.420 VO MIM-Vertiefung 1: Vorlesung aus Int. Konsumentenverhalten (2.0h / 3.0ECTS)