This course explores consumer behavior, focusing on the psychological, social, and contextual factors that influence consumption decisions. Students will gain insights into how individuals perceive, process, and act on information in the marketplace. Topics include the foundations of consumer motivation, sensory and perceptual processes, learning and memory, the formation and change of attitudes, decision-making processes, and the powerful role of social influences.

The course will start with a kick-off event on October 1st at 4:30 pm. 

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

1. Develop a basic understanding for topics in consumer behavior.
2. Read, comprehend, creatively apply and present scientific research.
3. Work together on assignments in groups with members from different backgrounds and cultures, communicate and present results in English.

Students are allowed to miss up to two sessions. The kick-off session, however, is mandatory.

Lecture, Video creation, Presentations, Discussions, Peer evaluation, 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 (0795) Access to Specialization: Marketing and Consumer Research. Please register for the access to our specialization via the registration tool myWU (28.08. - 01.09.2025).

All students who want to study our specialization need to apply through the procedure “Admission to the SBWL Marketing and Consumer Research”. The accepted students are entitled to take part in further courses. Course 1 must be completed in the same semester (WS 2025/26).

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