602.420 (17W) Consumer Behavior

Wintersemester 2017/18

Registration deadline has expired.

First course session
11.10.2017 08:30 - 12:00 S.2.05 On Campus
... no further dates known

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

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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.

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

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.

Assessment criteria / Standards of assessment for examinations

Written exam (70%), Case Studies (30%)

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)
        • 602.420 Consumer Behavior (2.0h VC / 2.0 ECTS)

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
  • 602.420 VC Consumer Behavior - Konsumentenverhalten (Vertiefung) (2.0h / 2.0ECTS)
  • 602.422 VC Consumer Behavior Konsumentenverhalten (Parallelkurs) (2.0h / 2.0ECTS)
Wintersemester 2015/16
  • 602.420 VC Consumer Behavior - Konsumentenverhalten (Vertiefung) (2.0h / 2.0ECTS)
  • 602.422 VC Consumer Behavior Konsumentenverhalten (Parallelkurs) (2.0h / 2.0ECTS)
Wintersemester 2014/15
  • 602.420 VK Consumer Behavior - Konsumentenverhalten (Vertiefung) (2.0h / 2.0ECTS)
  • 602.422 VK Consumer Behavior Konsumentenverhalten (Parallelkurs) (2.0h / 2.0ECTS)
Wintersemester 2013/14
  • 602.420 VK Consumer Behavior - Konsumentenverhalten (Vertiefung) (2.0h / 2.0ECTS)
  • 602.422 VK Consumer Behavior Konsumentenverhalten (Parallelkurs) (2.0h / 2.0ECTS)
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)