Module Description

Consumer Behaviour

Short Code:
M_boek.CBEH
Execution Period:
not executed
ECTS-Credits:
3
Workload (h):
90
Learning Objectives:

There are numerous psychological processes that explain customer behavior before, during, and
after consumption. In this course, students will get a comprehensive overview how internal influences
such as perception, emotions, and attitudes as well as social influences shape consumer behavior
in the marketplace. Special emphasis is placed on the transfer of consumer behavior
knowledge to marketing practice. Students not only learn how they can apply findings of consumer
behavior research when making business decisions but also how they can derive insights from recent
consumer behavior studies.

Module Coordinator:
Prof. Dr. von Walter Benjamin
Location (Offered):
Rapperswil-Jona, St. Gallen (Standard)
Additional Required Knowledge:
  • As per model syllabus
  • Good written and oral skills of the English language
  • No previous knowledge in marketing and consumer psychology required
Script Repository:
Module Type:
Compulsory Elective Module for Betriebsökonomie BB STD_23(Recommended Semester: 5 | Level I: Intermediate level course)
Compulsory Elective Module for General Management STD_23 (SR)
Compulsory Elective Module for Betriebsökonomie VZ STD_23(Recommended Semester: 5 | Level I: Intermediate level course)
Compulsory Elective Module for General Management STD_23 (SR)
Compulsory Elective Module for Management & Recht BB STD_23(Recommended Semester: 5 | Level I: Intermediate level course)
Compulsory Elective Module for Management & Recht VZ STD_23(Recommended Semester: 5 | Level I: Intermediate level course)
Compulsory Elective Module for Wirtschaftsinformatik BB STD_23(No Semester Recommendation | Level I: Intermediate level course)
Compulsory Elective Module for Wirtschaftsinformatik VZ STD_23(Recommended Semester: 5 | Level I: Intermediate level course)
Comments:

Workload[h]

Contact hours: 28

Independent self-study: 72

Courses in this Module