Syllabus
Title
1173 Consumer and Buyer Behavior B
Instructors
Univ.Prof. Dr.Dr. Bernadette Kamleitner, PD Michail Kokkoris, Ph.D.
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/19/17 to 09/28/17
Registration via LPIS
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Subject(s) Master Programs
Dates
Day | Date | Time | Room |
---|---|---|---|
Wednesday | 11/22/17 | 09:00 AM - 12:00 PM | TC.4.03 |
Wednesday | 11/29/17 | 09:00 AM - 12:00 PM | TC.5.01 |
Wednesday | 12/06/17 | 09:00 AM - 12:00 PM | TC.3.05 |
Wednesday | 12/13/17 | 09:00 AM - 12:00 PM | TC.3.01 |
Wednesday | 12/20/17 | 09:00 AM - 12:00 PM | TC.5.01 |
Wednesday | 01/10/18 | 09:00 AM - 12:00 PM | EA.6.026 |
Wednesday | 01/17/18 | 09:00 AM - 12:00 PM | TC.5.27 |
Wednesday | 01/24/18 | 09:00 AM - 12:00 PM | TC.5.15 |
Tuesday | 01/30/18 | 11:00 AM - 12:30 PM | TC.0.03 WIENER STÄDTISCHE |
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.
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
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.
Last edited: 2017-11-10
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