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.
Workload[h]
Contact hours: 28
Independent self-study: 72
Final exam: written closed-book exam of 60 minutes, 100% of the course grade, only dictionary
and simple pocket calculator without any memory
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.
Professional competencies
Participants can
Self-competencies
Participants can
Topic area 1: Foundations of Consumer Behavior
Topic area 2: Internal Influences on Consumer Behavior
Topic area 3: Choosing and Using Products and Services
Topic area 4: Consumers in their Social Setting
Topic area 5: Applied Consumer Behavior Research
Lectures, class discussions, individual and group assignment, participation in studies
Mandatory
Optional