Consumer Behavior (WS 2020/21)

Course Number

Field(s) of Study

University Calendar


Course Language


Detailed course outline.

Contact person: Felix Lehmkuhle, M.Sc.

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

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


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)
  • Felix Lehmkuhle (accompanying)