602.422 (17W) Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students)

Wintersemester 2017/18

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Erster Termin der LV
11.10.2017 08:30 - 12:00 , E.2.05
... keine weiteren Termine bekannt

Überblick

Lehrende/r
LV-Titel englisch
Consumer Behavior - Konsumentenverhalten (only for exchange students)
LV-Art
Vorlesung-Kurs (prüfungsimmanente LV )
Semesterstunde/n
2.0
ECTS-Anrechungspunkte
2.0
Anmeldungen
7 (30 max.)
Organisationseinheit
Unterrichtssprache
Englisch
mögliche Sprache/n der Leistungserbringung
Englisch
LV-Beginn
12.10.2017
eLearning
zum Moodle-Kurs

LV-Beschreibung

Intendierte Lernergebnisse

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.

Lehrmethodik

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).

Inhalt/e

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


Erwartete Vorkenntnisse

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)

Literatur

Michael R. Solomon:  Consumer Behavior, Global Edition, Pearson, 9th edition, 2011.

Prüfungsinformationen

Beurteilungskriterien/-maßstäbe

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

Beurteilungsschema

Note/Grade Benotungsschema

Position im Curriculum

  • Masterstudium Angewandte Betriebswirtschaft (SKZ: 918, Version: 12W.4)
    • Fach: Marketing (Wahlfach)
      • Consumer Behavior/ Konsumentenverhalten (Vertiefung) ( 2.0h VC / 2.0 ECTS)
        • 602.422 Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students) (2.0h VC / 2.0 ECTS)

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