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

Wintersemester 2017/18

Registration deadline has expired.

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

Overview

Lecturer
Course title german Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students)
Type Lecture - Course (continuous assessment course )
Hours per Week 2.0
ECTS credits 2.0
Registrations 7 (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

Michael R. Solomon:  Consumer Behavior, Global Edition, 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)
        • 602.422 Consumer Behavior - Konsumentenverhalten (only for exchange students) (2.0h VC / 2.0 ECTS)

Equivalent courses for counting the examination attempts

This course is not assigned to a sequence of equivalent courses