Advanced topics in marketing: Consumer behavior
|Module Coodinator/ Lecturer:
||Prof. Dr. Nicole Koschate-Fischer/ Prof. Dr. Wayne D. Hoyer|
|Contact for organizational questions and learning agreements:||Jennifer Liebetrau, M.A., M.Sc.|
|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: June 26 – July 06, 2023 (personal attendance)
Specific dates and times for the 2023 Summer term are accessible through the StudOn course “Advanced topics in marketing: Consumer behavior”.
Please note: Only the dates and times communicated through StudOn apply (not the information announced on UnivIS).
Course registration is open from February 24, 2023 until April 21, 2023 (first come, first served). Please register by joining the StudOn course “Advanced topics in marketing: Consumer behavior“.
|Grading Procedure:||Written Exam|