This course centers on the role of the consumer in the marketing process. Studying consumer behavior enhances understanding of what marketing strategies are likely to be effective, how humans operate in the marketplace, and what sorts of social and cognitive mechanisms the consumer brings to the purchasing decisions. Thus, consumer behavior has managerial, psychological, and personal implications.

Its basic objectives are:

1) to increase understanding of cultural differences in consumer behavior;

2) to provide the appropriate theories and concepts to make better marketing management decisions; and

3) to provide a forum for students to discuss and apply these concepts.

After completing the course, students will be able to define and describe consumer behavior from a global perspective.Components, domains and processes of consumer behavior can be explained, identified and used for improving managerial decision-making.

Evaluation and grading

Group work:

• Team case study/literature review: write up (report) and presentation (25%)
• Discussion (moderation) (20%)

Individual:

• Active participation in class (5%)
• Mini exams (35%)
• Individual homework (15%)
• Peer rating (included)

In each session (starting in session 2), a mini-exam will be run in the beginning of the session.

Cases will be prepared for class. Each case and literature review will be presented by one team, with another team preparing a discussion on the same topic. You will receive two case grades: one for the team presentation and case write-up; and a second for the team discussion.

The written assignments (individual homework) are all due at the beginning of the following class.

Participation is obligatory in the first unit.

For successful completion of the course, students must not miss more than one session.

The course will be supported by Learn@WU, thus students are required to hand in assignments via the Learn@wu plattform; teaching material will be made available too.

Good foundations in scientific writing are required:

• review of academic literature
• proper use of quotation
• application of formal style

Plagiarism check will be applied.

 Please send an e-mail to the instructor (elfriede.penz@wu.ac.at).