Syllabus
Title
0965 Consumer and Buyer Behavior A
Instructors
Univ.Prof. Dr.Dr. Bernadette Kamleitner, PD Michail Kokkoris, Ph.D.
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/17/18 to 09/30/18
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 | 12/05/18 | 09:00 AM - 12:00 PM | D2.0.392 |
Wednesday | 12/12/18 | 09:00 AM - 12:00 PM | D2.0.392 |
Tuesday | 12/18/18 | 12:00 PM - 04:00 PM | EA.5.030 |
Thursday | 12/20/18 | 09:00 AM - 12:00 PM | D2.2.491 |
Wednesday | 01/09/19 | 09:00 AM - 12:00 PM | D2.0.392 |
Monday | 01/14/19 | 09:00 AM - 12:00 PM | D2.0.392 |
Thursday | 01/17/19 | 09:00 AM - 12:00 PM | D2.0.374 |
Monday | 01/21/19 | 12:15 PM - 03:15 PM | TC.5.03 |
Thursday | 01/24/19 | 12:30 PM - 02:00 PM | TC.0.01 ERSTE |
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
This is a highly interactive course. Attendance is such obligatory. Students are expected to communicate necessary absences such as due to illness in advance. A minimum of 80% attendance is necessary for students to successfully pass the course.
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: 2018-11-22
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