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 through practical examples. 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 qualitative research
• be able to concisely present empirical findings
• 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 practical examples, discussions, and hands-on exercises is used.

Marks will be awarded for the following components:

5% Participation

20% Interview-based Consumer Insights

30% Theory-Practice Dialogue

45% Final Exam