Consumer Behavior (WS 2020/21)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Monday 16:00- 20:00 single date 16.11.2020  
Tuesday 16:00- 20:00 single date 17.11.2020  
Wednesday 16:00- 20:00 single date 18.11.2020  
Thursday 16:00- 20:00 single date 19.11.2020  
Friday 16:00- 18:00 single date 20.11.2020  
Monday 16:00- 20:00 single date 23.11.2020  
Friday 14:00- 16:00 single date 08.01.2021  
Monday 14:00- 16:00 single date 11.01.2021  
Friday   single date 15.01.2021  
Monday 14:00- 16:00 single date 18.01.2021  
Thursday 14:00- 16:00 single date 21.01.2021  
Friday 14:00- 16:00 single date 22.01.2021  
Monday 14:00- 16:00 single date 25.01.2021  
Friday   single date 29.01.2021  
Thursday   single date 04.02.2021  
Friday   single date 05.02.2021  


Detailed course outline. (tba)

Contact person: Felix Lehmkuhle, M.Sc.

This course takes place in the second term of the winter semester.

Course grade: Group work (67 %) | Final exam (33 %)
Please register at the examination office for the regular examination period.

Credit points: 6 ECTS (PO BWL 2010)

Recommendation: Students are recommended to attend ”Advanced Market Research” prior to this course.

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.

The password for all lecture materials will be displayed in our showcase at the MCM (Am Stadtgraben 13-15, 1st floor) four weeks prior to the first lecture and will also be given in the first lecture. Email and telephone enquiries regarding the password will not be answered.

Please note that due to the current restrictions imposed by COVID-19, our lectures (BSc and MSc level) will take place digitally via Zoom in the coming winter semester. At the same time, we aim for small meetings in person for our exercise sessions, tutorials, and seminars. We are also making preparations to offer some sessions in a hybrid format where students can chose between a physical or digital participation.

The detailed schedules for each course will be announced on Learnweb by the end of October at the latest. Please note that these schedules may be subject to changes if restrictions are relaxed or strengthened. Any changes will be announced on Learnweb.


In today’s world of increasing competition, one has to strengthen the company’s position on the market. The knowledge on how to assess the consumer is important in order to succeed. Consumer Marketing involves understanding whether, why, when, where and how much, how often, and for how long consumers will buy, use or dispose of an offering. This lecture also deals what affects consumers as they make their acquisition, usage, and disposition decisions. This course also fosters the understanding of advertising campaigns and of communication strategies and is therefore related to the course “Brand Management and Integrated Communication”. The primary objectives of this course are to get a detailed understanding of the internal processes which determine the human behavior, to expand the student’s knowledge of consumer’s decision making, information processing and to develop skills and gain experience in formulating behavioral pricing and product development coherences.

Each participant will get a detailed understanding of the internal processes which determine the human behavior. The students are able to enroll and analyze real experimental data and to create scientific papers. As the module is held in English, it enhances the students’ ‘Business English’-skills. The group work is undertaken in form of a research project. The results of the group work have to be presented in front of the class.


  • Professor Dr. Manfred Krafft (responsible)
  • Nina Sophie Mack (accompanying)