Syllabus

Title
1081 Consumer and Buyer Behavior B
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
09/17/18 to 09/30/18
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
Wednesday 12/05/18 03:00 PM - 06:00 PM D2.0.392
Wednesday 12/12/18 02:30 PM - 06:00 PM D2.0.392
Monday 12/17/18 03:00 PM - 06:00 PM D2.0.392
Thursday 12/20/18 03:00 PM - 06:00 PM D2.2.491
Wednesday 01/09/19 03:00 PM - 06:00 PM D2.0.392
Monday 01/14/19 03:00 PM - 06:00 PM D2.0.392
Thursday 01/17/19 03:00 PM - 06:00 PM D1.1.078
Monday 01/21/19 08:30 AM - 11:30 AM TC.5.03
Thursday 01/24/19 12:30 PM - 02:00 PM TC.0.01 ERSTE

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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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Attendance requirements

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.

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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: 2018-09-03



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