Syllabus

Title
1040 Consumer and Buyer Behavior A
Instructors
Univ.Prof. Dr.Dr. Bernadette Kamleitner, PD Michail Kokkoris, Ph.D.
Contact details
bernadette.kamleitner@wu.ac.at; michail.kokkoris@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/19/17 to 09/28/17
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Subject(s) Master Programs
Consumer and Buyer Behavior
Dates
Day Date Time Room
Monday 11/20/17 09:00 AM - 12:00 PM D5.0.002
Monday 11/27/17 09:00 AM - 12:00 PM TC.4.27
Monday 12/04/17 09:00 AM - 12:00 PM D5.1.001
Monday 12/11/17 09:00 AM - 12:00 PM D4.0.022
Monday 12/18/17 09:00 AM - 12:00 PM EA.6.026
Monday 01/08/18 09:00 AM - 12:00 PM TC.3.03
Monday 01/15/18 09:00 AM - 12:00 PM D3.0.233
Monday 01/22/18 09:00 AM - 12:00 PM TC.3.03
Tuesday 01/30/18 11:00 AM - 12:30 PM TC.0.03 WIENER STÄDTISCHE

On this page:

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Contents
Most marketing action is aimed at consumers. Without an understanding of the consumer, the application of marketing tools is unlikely to yield the desired outcomes. This module develops a useful, conceptual understanding of consumer behaviour as a main consideration in marketing. The course addresses the topic mainly from a psychological perspective and offers first-hand experiences in a consumer research project. Overall, the course provides frameworks that enable students to address the issue of understanding consumers responsibly, systematically, and creatively.
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Learning outcomes

By the end of the module,students should

  • understand the scope of consumer behaviour
  • understand the dynamic interplay of factors influencing consumer behaviour and the challenges arising for marketing practice
  • get a better understanding of themselves as consumers
  • be able to conduct effective group work
  • be able to design and conduct basic consumer research projects
  • be able to concisely present a research project
  • be able to review literature in a critical manner
  • be able to transfer theoretical insights to concrete fields of application

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Teaching/learning method(s)
Each session consists of an integrated blend of lecture and seminar elements. Interactive elements intend to ensure a comprehensive understanding of the topic area and the ability to detect and transfer learned concepts to practice. To achieve this goal, a mixture of case studies, discussions, and hands-on exercises is used.
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Assessment

Marks will be awarded for the following components:

15% Participation

20% In-Class Presentation (Theory-Practice Dialogue)

30% Group Project

35% Final Exam

Last edited: 2017-11-10



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