This course will cover the different facets of consumer behavior, including the psychological foundation of consumption decisions, the processes of decision making and the embeddedness of human beings in different contexts, including social influences.

Upon completion of the course, you should be able to do the following:

1. Develop a basic understanding for topics in consumer behavior.
2. Look for relevant research and scientific publications.
3. Read and present scientific research.

Participation will be evaluated multiple times in each session (see assessment section).

Lecture, Presentations, Discussions, Homework

There will be a final examination worth 35 points, graded homework worth 30 points, an in-class group presentation worth 25 points, and participation worth 10 points (active participation will be evaluated multiple times in each session).

In order to successfully complete the course, students need at least 60 points (60%).

The following grading scheme will be applied to the course:

0 - 59 Points:   nicht genügend (grade 'F')

60 - 69 Points: genügend (grade 'D')

70 - 79 Points: befriedigend (grade 'C')

80 - 89 Points: gut (grade 'B')

90 - 100 Points: sehr gut (grade 'A')

To participate in course 1, you must be accepted into our SBWL. 

For detailed information on our application procedure please refer to the course (1025) Access to Specialization: Marketing and Consumer Research. Please register for the course (24.08.-28.08.2022).

All students who want to study our specialization need to apply through the procedure “admission to the SBWL Marketing and Consumer Research”. In winter semester 2022/23, 45 students will be accepted into the SBWL Marketing and Consumer Research and are entitled to take part in further courses. Course 1 must be completed in the same semester (WS 2022/23).