Seminar | The Digital Consumer (SoSe 2022)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language


Syllabus to the seminar

Contact person: Nilusha Aliman, M.Sc.

The course format (attendence/hybrid/digital) is dependent on the future developments of the still ongoing pandemic.


Preliminary Dates:

Kick-Off:            15th of July

Presentations:    28th of September


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

Course grade: written 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.


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 and in virtual realities. Specific topics include the evolution of firm-sponsored communities over time and the motivation of experts taking part in these communities as well as the potential of social virtual reality in the context of B2C and C2C interactions.


  • Dorothea Nilusha Aliman (accompanying)