Advanced topics in marketing: Consumer behavior

Module Coodinator/ Lecturer:
Prof. Dr. Nicole Koschate-Fischer/ Prof. Dr. Wayne D. Hoyer
Module: Advanced Marketing Management II: 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.
Course Type: Elective course (Wahlbereich) in the Marketing Management Track (Vertiefungsbereich) of the Master in Marketing program,
Elective course (Wahlbereich) in the Marketing Research Track (Vertiefungsbereich) of the Master in Marketing program.
Contact Hours (SWS): 2
Credit Points (ECTS): 5
Time / Date:

Lecture dates: tba (online format)

Specific dates and times for the Summer 2021 term will be communicated through StudOn.

Please note: Only the dates and times communicated through StudOn apply (not the information announced on UnivIS).

Course registration is open (first come, first served). Please register by joining the StudOn course „Advanced topics in marketing: Consumer behavior“. The registration period ends on April 16, 2021.
Grading Procedure: Written Exam
Examination Number: 41411
Contact: Jennifer Liebetrau, M.A., M.Sc.