Syllabus

Title
4620 Consumer Behavior
Instructors
Stephan Dickert, M.Sc.Ph.D.
Contact details
stephan.dickert@wu.ac.at; s.dickert@qmul.ac.uk
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
02/23/17 to 02/26/17
Registration via LPIS
Notes to the course
Reqirement for Course I: Access to Specialisation in Business Administration
Subject(s) Bachelor Programs
Specialization in Business Administration Course I (Basic Course) - Marketing and Consumer Research
Dates
Day Date Time Room
Friday 03/10/17 03:00 PM - 08:00 PM TC.3.05
Friday 03/17/17 03:00 PM - 08:00 PM TC.1.02
Friday 03/24/17 03:00 PM - 08:00 PM TC.4.03
Friday 03/31/17 03:00 PM - 08:00 PM TC.4.01
Friday 04/07/17 03:00 PM - 08:00 PM TC.5.03

On this page:

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Contents

This course will cover the different faces of consumer behavior, including the psychological foundation of consumption decisions (i.e., motivation, comprehension, memory, attitudes, and emotions), the process of decision making (i.e., preference construction), and social influences on consumer behavior.

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Learning outcomes

After completion of this course, students will have a solid foundation of the different topics in consumer behavior. This includes the psychological basis, the process underlying consumption decisions, and different consumer cultures. Furthermore, students will get insights into the marketing implications of consumer behavior and how target markets are selected based on consumer insights.

Additionally, students in this course will develop their skills in...

...taking different perspectives in judging research in the field.

...analyze specific scientific facts and develop solutions independently.

...plan and organize their own study time in order to reach the course goals.

...adjust and implement their own learning strategies.


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Teaching/learning method(s)

Lecture, Discussions, case studies


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Assessment

The course will feature 2 exams, each of which is worth 30 points, and a written assignment (essay) also worth 30 points.  In order to successfully complete the course, students need at least 54 points (60%).

The following grading scheme will be applied to the course:

0 - 53 Points:   nicht genügend ("Fail")

54 - 62 Points: genügend (grade "D")

63 - 71 Points: befriedigend (grade "C")

72 - 80 Points: gut (grade "B")

81 - 90 Points: sehr gut (grade "A")


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Prerequisites for participation and waiting lists

Voraussetzung zur Teilnahme am Kurs 1 ist die Aufnahme in unsere SBWL. Der Einstiegstest (in DEUTSCHER Sprache) findet am Montag, den 6.2.2017 um 13.30 Uhr im TC.0.10 Audimax statt. Die Anmeldung im System ist unter der Kursnummer 5661 (Einstieg in die SBWL) möglich. 

Bei Aufnahme in unsere SBWL muss der Kurs 1 im gleichen Semester absolviert werden!



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Readings
1 Author: Hoyer/MacInnis/Pieters
Title: Consumer Behavior

Publisher: South-Western, Cengage Learning
Edition: 6
Remarks: Access to e-book through MyLearn
Year: 2013
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
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Availability of lecturer(s)

E-mail: stephan.dickert@wu.ac.at; s.dickert@qmul.ac.uk


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Other

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Unit details
Unit Date Contents
1 10.03.2017

Course Organization; Chapter 1 (Introduction to Consumer Behavior); Chapter 2 (Motivation, Ability, and Opportunity); Chapter 3 (From Exposure to Comprehension)
2 17.3.2017 Chapter 4 (Memory and Knowledge); Chapter 5 (Attitudes Based on High Consumer Effort); Chapter 6 (Attitudes Based on Low Consumer Effort)
3 24.03.2017 Exam 1; Chapter 7 (Problem Recognition and Information Search); Chapter 8 (Judgment and Decision Making Based on High Consumer Effort)
4 31.03.2017

Chapter 9 (Judgment and Decision Making Based on Low Consumer Effort); Chapter 10 (Post-Decision Processes); Chapter 11 (Social Influences on Consumer Behavior)
5 07.04.2017 Exam 2; Chapter 14 (Psychographics: Values, Personality, and Lifestyles); Chapter 17 (Marketing, Ethics, and Social Responsibility in Today’s Consumer Society)
6
Last edited: 2017-01-12



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