602.422 (17W) Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students)
Überblick
- Lehrende/r
- LV-Titel englisch Consumer Behavior - Konsumentenverhalten (only for exchange students)
- LV-Art Vorlesung-Kurs (prüfungsimmanente LV )
- Semesterstunde/n 2.0
- ECTS-Anrechnungspunkte 2.0
- Anmeldungen 7 (30 max.)
- Organisationseinheit
- Unterrichtssprache Englisch
- mögliche Sprache/n der Leistungserbringung Englisch
- LV-Beginn 11.10.2017
- eLearning zum Moodle-Kurs
Zeit und Ort
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 inkl. Einsatz von 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).
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 BenotungsschemaPosition 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)
-
Consumer Behavior/ Konsumentenverhalten (Vertiefung) (
2.0h VC / 2.0 ECTS)
-
Fach: Marketing
(Wahlfach)