Seminar | The Digital Consumer (SS 2020)


Course Number
040310

Field(s) of Study
Master

University Calendar

Learnweb Platform

Type
Seminar

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Wednesday 10:15- 13:15 single date 26.08.2020  
Friday 10:15- 18:00 single date 23.10.2020  

Notice

Syllabus to the seminar

Contact person: David Jütte, M.Sc.

This course takes place digitally via ZOOM (the link to the digital sessions will be distributed via learnweb).

 

Dates:

Kick-Off:          26.08.2020

Presentations:  23.10.2020

 



The course is part of the module ”Seminar Marketing I/II”.

Course grade: 15-pages seminar work (70%) | Presentation (30%)

Please register at the examination office for the early examination period.

Credit points: 12 ECTS (BWL PO 2010)

Applications for the seminar are to be made via the general MCM application process for seminars.

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

Description

The seminar covers current challenges of consumptions ongoing digitalization. It therefore sheds light on online consumer behavior and the corresponding psychological processes. In online environments customers are able to use communities to discuss product or services related topics. In order to control that process, companies have the opportunity to establish their own firm-sponsored online community. However, investigations about consumer behavior in these communities are still rare.

The seminar will provide insights into current academic research in the relevant areas and prepare you for the new business of understanding and managing firm-sponsored online communities.In particular, the seminar focuses on consumer behavior in online communities. Specific topics include the evolution of firm-sponsored communities over time, the motivation of experts taking part in these communities and the perception and the behavior of community members to certain characteristics of online communities.

Lecturers

  • David Jütte (accompanying)