Consumer Behavior (WiSe 2025/26)
Course schedule
| Day | Time | Frequency | Date | Room |
|---|---|---|---|---|
| Monday | 10:00- 12:00 | single date | 17.11.2025 | Fürstenberghaus, F 029 |
| Monday | 14:00- 16:00 | single date | 17.11.2025 | Schlossplatz 46, H 2 |
| Tuesday | 14:00- 16:00 | single date | 18.11.2025 | Juridicum, JUR 490 |
| Wednesday | 10:00- 14:00 | single date | 19.11.2025 | Schlossplatz 7 HOF, SP 7 |
| Thursday | 10:00- 16:00 | single date | 20.11.2025 | Scharnhorststr. 109, SCH 109.6 |
| Friday | 10:00- 16:00 | single date | 21.11.2025 | Fürstenberghaus, F 3 |
| Monday | 10:00- 12:00 | single date | 24.11.2025 | Schloss, S 1 |
Notice
Detailed course outline (tba)
Contact person: Madeleen van Veen, M.Sc.
This course takes place in both terms 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 the first lecture. Email and telephone inquiries regarding the password will not be answered.
The course will take place in a face-to-face format.
Description
The main goal of this course is to provide comprehensive insights into the processes and procedures underlying consumer decision-making behavior, particularly demand behavior. The course covers the fundamentals of consumer behavior determinants (such as activation, participation, emotion, need, attitude, image, and satisfaction) with the aim of making these insights applicable to marketing. The theoretical and conceptual knowledge acquired in the lectures is further deepened in accompanying exercises using current research, studies, and specific case studies.
The students will become familiar with the key interdependencies and models of consumer behavior, gaining a deeper understanding of demand behavior. Additionally, they will learn to apply behavioral science theories and models to marketing decision-making problems in business practice. As the module is taught entirely in English, it also enhances students’ Business English skills. Group work on a research project will strengthen students' presentation skills. The results of the group work must be presented in class.
Lecturers
- Professor Dr. Manfred Krafft (responsible)
- Madeleen van Veen (accompanying)