Intendierte Lernergebnisse
Consumer Behavior are the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Students will learn about consumers’ perception, learning and memory, motivation and values, the self, personality and lifestyle, as well as attitudes and persuasion. They will learn how consumers make decision and are influenced by their physical as well as social surroundings. In addition, students will learn about cultural influences on consumers and about global consumer culture. For preparation, students get reading assignments. In class, lecturer and students will discuss selected aspects of consumer behavior from these reading assignments.
Inhalt/e
To join the course, you must be enrolled in the master program "International Management". Exchange students (Erasmus or Joint Study) enrolled in a bachelor or a master program are also admitted.The course deals with selected aspects in international consumer behavior and puts a special focus on communication and advertising. DayContent1IntroductionConsumers as Individuals: Perception, Learning and Memory 2Consumers as Individuals: Motivation and Affect, The Self, Personality and PsychographicsConsumers as Decision Makers: Attitudes and Persuasion3Consumers as Decision Makers: Decision MakingRepetition, Preparation for written exam
Curriculare Anmeldevoraussetzungen
To join the course, you must be enrolled in the master program "International Management". Exchange students (Erasmus or Joint Study) enrolled in a bachelor or a master program are also admitted.
Literatur
Michael R. Solomon: Consumer Behavior, Global Edition, Pearson, 12thedition, 2018For preparation, students are advised to read the textbook in advance. In class, lecturer and students will discuss selected aspects of consumer behavior from the textbook.