040087 KU Building Blocks of Marketing 2: Consumer Behavior (MA) (2023S)

How do consumers think, feel & (re-)act as buyers? How can this be explained? How can providers use this knowledge for the optimal design of their marketing measures? And: Which aspects are likely to contribute to more sustainability in purchase decisions and consumption patters?

You will get acquainted with the field of consumer behavior research and its pivotal research topics; you will discuss relevant research findings and what the disciplin can offer to marketing practitioners. At the end of this course you will be able to answer and discuss these questions and a variety of related fundamental aspects. You will deal with different types of consumer behaviour in different purchase situations and stages of the purchase decision process; you will also get to know various influencing factors that can trigger, prevent or influence consumers' purchase decisions. From the acquired knowledge, you will be able to derive implications for marketing practice with regard to product, shop and communication design, personal selling and much more.

This course will provide you with technical terminology and scientific explanatory approaches as well as models of buying behaviour from related basic disciplines of marketing, especially psychology, sociology and anthropology. You will hear and read about various types of consumer decisions and the typical stages of buyers' decision making processes. The course furthermore deals with psychological & social determinants of consumer behaviour as well as influences of the physical environment & (social as well as traditional) media. We will focus on customer experiences and emotional stimulation in shopping environments, personal (sales) interactions as well as (media) communication.

The course starts with lectures on the theorectial foundations of the field, which will be discussed in class. The literature indicated in the syllabus is to be read for each lecture. Subsequently, participants will work on self-selected cases and share their findings in poster presentations.

How do consumers think, feel & (re-)act as buyers? How can this be explained? How can providers use this knowledge for the optimal design of their marketing measures? And: Which aspects are likely to contribute to more sustainability in purchase decisions and consumption patters?

You will get acquainteHow do consumers think, feel & (re-)act as buyers? How can this be explained? How can providers use this knowledge for the optimal design of their marketing measures? And: Which aspects are likely to contribute to more sustainability in purchase decisions and consumption patters? - You will get acquainted with the field of consumer behavior research and its pivotal research topics; you will discuss relevant research findings and what the disciplin can offer to marketing practitioners. At the end of this course you will be able to answer and discuss these questions and a variety of related fundamental aspects. You will deal with different types of consumer behaviour in different purchase situations and stages of the purchase decision process; you will also get to know various influencing factors that can trigger, prevent or influence consumers' purchase decisions. From the acquired knowledge, you will be able to derive implications for marketing practice with regard to product, shop and communication design, personal selling and much more.

This course will provide you with technical terminology and scientific explanatory approaches as well as models of buying behaviour from related basic disciplines of marketing, especially psychology, sociology and anthropology. You will hear and read about various types of consumer decisions and the typical stages of buyers' decision making processes. The course furthermore deals with psychological & social determinants of consumer behaviour as well as influences of the physical environment & (social as well as traditional) media. We will focus on customer experiences and emotional stimulation in shopping environments, personal (sales) interactions as well as (media) communication.

The course starts with lectures on the theorectial foundations of the field, which will be discussed in class. The literature indicated in the syllabus is to be read for each lecture. Subsequently, participants will work on self-selected cases and share their findings in poster presentations.d with the field of consumer behavior research and its pivotal research topics; you will discuss relevant research findings and what the disciplin can offer to marketing practitioners. At the end of this course you will be able to answer and discuss these questions and a variety of related fundamental aspects. You will deal with different types of consumer behaviour in different purchase situations and stages of the purchase decision process; you will also get to know various influencing factors that can trigger, prevent or influence consumers' purchase decisions. From the acquired knowledge, you will be able to derive implications for marketing practice with regard to product, shop and communication design, personal selling and much more.

This course will provide you with technical terminology and scientific explanatory approaches as well as models of buying behaviour from related basic disciplines of marketing, especially psychology, sociology and anthropology.

You will hear and read about various types of consumer decisions and the typical stages of buyers' decision making processes. The course furthermore deals with psychological & social determinants of consumer behaviour as well as influences of the physical environment & (social as well as traditional) media. We will focus on customer experiences and emotional stimulation in shopping environments, personal (sales) interactions as well as (media) communication.