General information
Administrative support: Eva Wöllner, M.Sc.
Lecturer: Prof. Wayne D. Hoyer, PhD
Turnus: In SuSe
Course type: Lecture in master’s program
Documents: Available on StudOn (Join StudOn course)
Registration: Required
SWS: 2
ECTS: 5
Examination number: 41411
Grading: Written exam (60 minutes)
Course registration is now open until April 22, 2025 (first come, first served). Please register by joining this StudOn course “Advanced topics in marketing: Consumer behavior“.
Contents
In order to survive in increasingly dynamic and global markets, companies need to know their consumers as well as how they behave in the marketplace. Consumer behavior comprises different behavioral acts, for instance the purchase of products and services, or consumption of such. Possessing fundamental knowledge of consumers’ behavior enables companies to implement their marketing activities (e.g., market segmentation, positioning, product design, pricing) more effectively and efficiently.
This course aims at conveying fundamental theories and current research insights on consumer behavior. This comprises topics like information processing, decision making, as well as the influence of key concepts such as lifestyle, culture, and values.
Lecture dates
Lecture
Date: 25.06.25 – 04.07.25, 13:15 – 16:30
Start: 25.06.25
Specific dates and times for the 2025 Summer term are accessible through the StudOn course.
Administrative support
Contact for questions regarding the organization of the module as well as inquiries about learning agreements