Plan B: Distance learning mode

We will deliver the entire course online. Please note that Online-Sessions will always start around 9:15. We will use live sessions for all the interactive parts of the course, in particular the theory-practice dialogues and everything around your group projects. Students are required to prepare for these sessions by self-study.

All the theoretical input you will need will be provided via a mix of reading lists and enhanced lecture slides. During the live sessions, we will also assess the degree to which students engaged with the input provided.

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 thus obligatory. Students are expected to communicate necessary absences such as due to illness in advance. You can miss one out of 8 sessions and are expected to be present during the final exam.

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.

Marks will be awarded for the following components:

10% In-Class Participation (via the chat function)

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

35% Group Project

35% Final Exam

E-Mail: bernadette.kamleitner@wu.ac.at