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.

Students are allowed to miss up to 20% of the course time in justified cases and are expected to communicate all necessary absences such as due to illness in advance.

Lecture, Presentations, Discussions, Written exams

There will be a mid-term examination (35 points) and final examination (35 points) worth 70 points together and an in-class group presentation worth 30 points.

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

The following marks will be applied to the course:

0 - 59 Points:  nicht genügend (insufficient) - 5

60 - 69 Points:  genügend (sufficient) - 4

70 - 79 Points:  befriedigend (satisfactory) - 3

80 - 89 Points:  gut (good) - 2

90 - 100 Points:  sehr gut (really good) - 1

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

For detailed information on our application procedure please refer to the course (0851) Access to Specialization: Marketing and Consumer Research. Please register for the course (29.8. - 02.09.2024).

All students who want to study our specialization need to apply through the procedure “admission to the SBWL Marketing and Consumer Research”. In the winter semester 2024/25, 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 2024/25).

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