Module Description
Consumer Behaviour
Short Code:
Execution Period:
ECTS-Credits:
Workload (h):
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:
Location (Offered):
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:
Semester Recommendation:
Comments:
Workload[h]
Contact hours: 28
Independent self-study: 72
Module Evaluation
Evaluation Type:
Performance Evaluation
During the Exam Session:
Exam Comments:
Final exam: written closed-book exam of 60 minutes, 100% of the course grade, only dictionary
and simple pocket calculator without any memory
During the Semester:
- andere...
Evaluation Type:
Weighting:
Remarks:
Participation in two consumer behavior studies: Students must participate in two consumer
behavior studies. The studies take place as part of the lectures of topic area 5. Attendance at these
lectures is mandatory. Only students who participate in both studies can take part in the final exam.
Courses in this Module
Consumer Behaviour
Short Code:
Semester:
Learning Objectives:
Professional competencies
Participants can
- understand how different internal and external factors influence consumers
- understand how consumers choose and use product and services
- understand how organizations can apply findings of consumer behavior research in marketing
practice - understand how consumer behavior research can be used to gain customer insights
- can interpret real-life consumer behavior based on their theoretical knowledge
- can transfer findings of consumer behavior research into marketing practice
- can analyze existing consumer behavior studies and can draw appropriate conclusions
Self-competencies
Participants can
- make informed decisions in marketing and business contexts
- are aware of factors which consciously or subconsciously influence their own consumer behavior
Plan and Learning Content:
Topic area 1: Foundations of Consumer Behavior
- Definition and overview
- Marketing’s impact on consumers
Topic area 2: Internal Influences on Consumer Behavior
- Perception: sensation, the stages of perception, stimulus organization
- Learning and memory: How do we learn?, cognitive learning theory, memory
- Motivation and affect: the motivation process, affect, consumer involvement
- The self: self-concepts, gender identity, the body as a product
- Personality, lifestyles, and values
Topic area 3: Choosing and Using Products and Services
- Attitudes and persuasive communications: impact, formation, and change of attitudes
- Decision making: choice and self-regulation, cognitive and habitual decision making, priming and
nudging - Buying, using, and disposing: situational effects, the shopping experience, ownership and the
sharing economy, postpurchase satisfaction and disposal
Topic area 4: Consumers in their Social Setting
- Group influences and social media: groups, collective decision making, familiy decision making,
word-of-mouth communication, opinion leadership, social media and influencer
Topic area 5: Applied Consumer Behavior Research
- Research approaches in consumer behavior to gain customer insights
- Study and analysis of existing consumer behavior studies
- Participation in two consumer behavior studies
Contact Persons:
Language of Instruction:
Teaching and Learning Methods:
Lectures, class discussions, individual and group assignment, participation in studies
Bibliography:
Mandatory
- Powerpoint slides and lecture notes
- In-class assignments
- Textbook: Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being. Global
Edition (13th ed.). Harlow: Pearson Education. See relevant chapters on Moodle.
Optional
- Additional literature provided on Moodle
Course Type:
Execution according to timetable