Consumer Behavior (WS 2021/22)


Course Number
046230

Field(s) of Study
Master

University Calendar

Learnweb Platform

Type
Lecture/Exercise

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Monday 16:00- 18:00 single date 15.11.2021 Johannisstr. 12-20, Audi Max
Tuesday 16:00- 20:00 single date 16.11.2021 Johannisstr. 12-20, Audi Max
Wednesday 12:00- 16:00 single date 17.11.2021 Schloss, S 10
Thursday 12:00- 16:00 single date 18.11.2021 Schloss, S 8
Friday 12:00- 14:00 single date 19.11.2021 Schloss, S 8
Friday 14:00- 16:00 single date 19.11.2021 Schloss, S 8
Monday 10:00- 14:00 single date 22.11.2021 Schloss, S 8
Tuesday 16:00- 18:00 single date 14.12.2021 Johannisstr. 12-20, Audi Max
Wednesday 14:00- 16:00 single date 12.01.2022 Johannisstr. 12-20, Audi Max
Tuesday 16:00- 18:00 single date 18.01.2022 Johannisstr. 12-20, Audi Max
Wednesday 14:00- 16:00 single date 19.01.2022 Johannisstr. 12-20, Audi Max
Wednesday 14:00- 16:00 single date 26.01.2022 Johannisstr. 12-20, Audi Max
Thursday 08:00- 18:00 single date 27.01.2022 Am Stadtgraben 13, Heribert-Meffert-Bibliothek
Friday 10:00- 18:00 single date 28.01.2022 Am Stadtgraben 13, Heribert-Meffert-Bibliothek

Notice

Detailed course outline (tba)

Contact person: Nina Mack, 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 2019)

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 restrictions imposed by COVID-19 the course format (Zoom, hybrid, in presence) will be announced end of September when we know more about the actual regulations.

Description

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.

Lecturers

  • Nina Sophie Mack (accompanying)
  • Frederik Johannes Ferié (responsible)