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040087 KU Building Blocks of Marketing 2: Consumer Behavior (MA) (2022W)
Continuous assessment of course work
Labels
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Summary
Registration/Deregistration
Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
- Registration is open from Mo 12.09.2022 09:00 to Fr 23.09.2022 12:00
- Registration is open from We 28.09.2022 09:00 to Th 29.09.2022 12:00
- Deregistration possible until Fr 14.10.2022 23:59
Registration information is available for each group.
Groups
Group 1
1. Zielgruppe• Studierende des Masterstudium Betriebswirtschaft (Version 2016), die im Rahmen der Vertiefungsphase „Marketing und Internationales Marketing“ als Major oder Minor wählen.• Studierende des Masterstudium Internationale Betriebswirtschaft (Version 2016), die im Rahmen der Vertiefungsphase Wirtschaft / Betriebswirtschaft „Marketing und Internationales Marketing“ wählen.• Studierende anderer Studienrichtungen oder Gaststudierende, die eine Spezialisierung im Fach Marketing wählen. Diese Gruppe von Studierenden muss als Voraussetzung zur Teilnahme eine Grundausbildung im Marketing nachweisen. Als Richtschnur gilt dabei das Pflichtmodul „ABWL: Marketing“ (6 ECTS) der Bachelorstudien Betriebswirtschaft (Version 2014) oder Internationale Betriebswirtschaft (2014). Ein entsprechender Nachweis ist bis 09.10.2020 per e-mail an das Sekretariat des Lehrstuhls zu erbringen. (judith.ladenstein@univie.ac.at)
max. 50 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
- Tuesday 04.10. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 11.10. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 18.10. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 25.10. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 08.11. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 15.11. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 22.11. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 29.11. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 06.12. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 13.12. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
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Tuesday
10.01.
09:45 - 11:15
Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock - Tuesday 17.01. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 24.01. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 31.01. 09:45 - 11:15 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Aims, contents and method of the course
Minimum requirements and assessment criteria
Assessment standards
≥ 87,5% (very good)
≥ 75 % (good)
≥ 62,5% (satisfactory)
≥ 50 % (sufficient)
< 50% (not passed)
≥ 87,5% (very good)
≥ 75 % (good)
≥ 62,5% (satisfactory)
≥ 50 % (sufficient)
< 50% (not passed)
Group 2
1. Zielgruppe• Studierende des Masterstudium Betriebswirtschaft (Version 2016), die im Rahmen der Vertiefungsphase „Marketing und Internationales Marketing“ als Major oder Minor wählen.• Studierende des Masterstudium Internationale Betriebswirtschaft (Version 2016), die im Rahmen der Vertiefungsphase Wirtschaft / Betriebswirtschaft „Marketing und Internationales Marketing“ wählen.• Studierende anderer Studienrichtungen oder Gaststudierende, die eine Spezialisierung im Fach Marketing wählen. Diese Gruppe von Studierenden muss als Voraussetzung zur Teilnahme eine Grundausbildung im Marketing nachweisen. Als Richtschnur gilt dabei das Pflichtmodul „ABWL: Marketing“ (6 ECTS) der Bachelorstudien Betriebswirtschaft (Version 2014) oder Internationale Betriebswirtschaft (2014). Ein entsprechender Nachweis ist bis 09.10.2020 per e-mail an das Sekretariat des Lehrstuhls zu erbringen. (judith.ladenstein@univie.ac.at)
max. 50 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
- Tuesday 04.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 11.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 18.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 25.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 08.11. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 15.11. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 22.11. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 29.11. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 06.12. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 13.12. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 10.01. 11:30 - 13:00 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
- Tuesday 17.01. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 24.01. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 31.01. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Aims, contents and method of the course
- How do consumers think, feel & (re-)act in buying contexts?- How can their behavior be explained from a theoretical point of view; which factors determine the outcome of consumer decision making processes and which stimuli may trigger impulse buying?- And: How can marketers make use of these theoretical consumer insights in designing their products, stores, sales interactions and communication campaigns?This course provides you with the theoretical underpinnings to develop an indepth understanding of consumers and their buying behavior. We will discuss the varous (psychological, social and cultural) influences on purchase decisions as well as the impact of phyiscal stimuli and media on consumer behavior.To apply the theoretical knowledge (from as many different fields as psychology, sociology, anthropology, biology, neuro sciences, communication and culture studies), you will work in groups on practical tasks and case studies.After completing this course on 'Consumer Behavior', you will be able to better understand consumers decision making, their response to various types of stimuli as well as the interplay of the manifold influences emanating from social and cultural enviroment as well as media. This understanding can be helpful in developing better marketing programs, but also in identifying harmful consequences and protecting vulnerable consumer groups.
Minimum requirements and assessment criteria
Assessment standards: 87,5%+ (very good) | 75 %+ (good) | 62,5%+ (satisfactory) | 50+% (sufficient) | < 50% (not passed)
Information
Assessment and permitted materials
Participants will be graded based on:
(1) In-class group assignment (45%)
(2) Case Study: (a) Group Posterpresentation (15%) & (b) Active participation in group work on case study and group case study-report (40%).
(1) In-class group assignment (45%)
(2) Case Study: (a) Group Posterpresentation (15%) & (b) Active participation in group work on case study and group case study-report (40%).
Examination topics
The exam will cover the following areas:
1. Types of purchase decisions or (re-active) buying behavior
2. Determinants of consumer buying and how they can be classified: psychological, social & cultural influences, physical environment, media & augmented/virtual realities
3. Theories and models describing the impact of physical stimuli, psychological processes and social factors as well as their interplay.
The textbook indicated below will be used; relevant sections and pages will be indicated throughout the course.
1. Types of purchase decisions or (re-active) buying behavior
2. Determinants of consumer buying and how they can be classified: psychological, social & cultural influences, physical environment, media & augmented/virtual realities
3. Theories and models describing the impact of physical stimuli, psychological processes and social factors as well as their interplay.
The textbook indicated below will be used; relevant sections and pages will be indicated throughout the course.
Reading list
Text Book. Solomon, Michael R. (2022): Konsumentenverhalten, 11. Auflage, Pearson.Scientific articles discussed in the course:
(1) MacInnis, Deborah J. / Folkes, Valerie S. (2010): The Disciplinary Status of Consumer Behavior […], Journal of Consumer Research 36 (April): 899-914.
(2) Schmitt, Bernd / Brakus, J. Josko / Zarantonello, Lia (2015): From Experiential Psychology to Consumer Experience, Journal of Consumer Psychology 25 (1): 166-171.
(3) Lemon, Katherine N. & Verhoef, Peter (2016): Understanding Customer Experience Through-out the Customer Journey, Journal of Marketing 80 (November | Special Issue): 69-96.
(4) Hill, Ronald Paul / Gaines, Jeannie / Wilson, R. Mark (2006): Consumer Behavior, Extended-self, and Sacred Consumption: An Alternative Perspective from Our Animal Companions,
Journal of Business Research (61): 553-562.
(5) Lissitsa, Sabine / Kol, Ofrit (2016): Generation X vs. Generation Y – A Decade of Online Shopping, Journal of Retailing and Consumer Services (31):304-312.
(6) Seemiller, Corey / Grace, Meghan (2019): Generation Z: A Century in the Making, Kapitel 3, S. 28-36.
(7) Reynolds, Thomas J. & Gutman, Jonathan (1988): Laddering Theory, Method, Analysis and Interpretation, Journal of Advertising Research, (Feb/Mar): o.S.
(8) Petty, Richard E. / Cacioppo, John T. (1986): The Elaboration Likelihood Model of Persuasion, Advances in Experimental Social Psychology (December): 123-204.
(9) Bauer, Martina / Auer-Srnka, Katharina (2012): The life cycle concept in marketing research, Journal of Historical Research in Marketing 4 (1), S. 68-96.
(10) Bearden, William O. / Wilder, Ronald P. (2007): Household Life-Cycle Effects on Consumer Wealth and Well-Being for the Recently Retired, Journal of Macromarketing 27 (4): 389-403.
(11) Sirgy, Joseph M. / Lee, Dong-Jin / Rahtz, Don (2007): Research on Consumer Well-Being (CWB): Overview of the Field …”, Journal of Macromarketing 27 (4), S. 341-349.Literature available online via Moodle and University library.
(1) MacInnis, Deborah J. / Folkes, Valerie S. (2010): The Disciplinary Status of Consumer Behavior […], Journal of Consumer Research 36 (April): 899-914.
(2) Schmitt, Bernd / Brakus, J. Josko / Zarantonello, Lia (2015): From Experiential Psychology to Consumer Experience, Journal of Consumer Psychology 25 (1): 166-171.
(3) Lemon, Katherine N. & Verhoef, Peter (2016): Understanding Customer Experience Through-out the Customer Journey, Journal of Marketing 80 (November | Special Issue): 69-96.
(4) Hill, Ronald Paul / Gaines, Jeannie / Wilson, R. Mark (2006): Consumer Behavior, Extended-self, and Sacred Consumption: An Alternative Perspective from Our Animal Companions,
Journal of Business Research (61): 553-562.
(5) Lissitsa, Sabine / Kol, Ofrit (2016): Generation X vs. Generation Y – A Decade of Online Shopping, Journal of Retailing and Consumer Services (31):304-312.
(6) Seemiller, Corey / Grace, Meghan (2019): Generation Z: A Century in the Making, Kapitel 3, S. 28-36.
(7) Reynolds, Thomas J. & Gutman, Jonathan (1988): Laddering Theory, Method, Analysis and Interpretation, Journal of Advertising Research, (Feb/Mar): o.S.
(8) Petty, Richard E. / Cacioppo, John T. (1986): The Elaboration Likelihood Model of Persuasion, Advances in Experimental Social Psychology (December): 123-204.
(9) Bauer, Martina / Auer-Srnka, Katharina (2012): The life cycle concept in marketing research, Journal of Historical Research in Marketing 4 (1), S. 68-96.
(10) Bearden, William O. / Wilder, Ronald P. (2007): Household Life-Cycle Effects on Consumer Wealth and Well-Being for the Recently Retired, Journal of Macromarketing 27 (4): 389-403.
(11) Sirgy, Joseph M. / Lee, Dong-Jin / Rahtz, Don (2007): Research on Consumer Well-Being (CWB): Overview of the Field …”, Journal of Macromarketing 27 (4), S. 341-349.Literature available online via Moodle and University library.
Association in the course directory
Last modified: Tu 06.12.2022 11:29
- How can their behavior be explained from a theoretical point of view; which factors determine the outcome of consumer decision making processes and which stimuli may trigger impulse buying?
- And: How can marketers make use of these theoretical consumer insights in designing their products, stores, sales interactions and communication campaigns?This course provides you with the theoretical underpinnings to develop an indepth understanding of consumers and their buying behavior. We will discuss the varous (psychological, social and cultural) influences on purchase decisions as well as the impact of phyiscal stimuli and media on consumer behavior.To apply the theoretical knowledge (from as many different fields as psychology, sociology, anthropology, biology, neuro sciences, communication and culture studies), you will work in groups on practical tasks and case studies.After completing this course on 'Consumer Behavior', you will be able to better understand consumers decision making, their response to various types of stimuli as well as the interplay of the manifold influences emanating from social and cultural enviroment as well as media. This understanding can be helpful in developing better marketing programs, but also in identifying harmful consequences and protecting vulnerable consumer groups.