040087 KU Building Blocks of Marketing 2: Consumer Behavior (MA) (2023S)
Continuous assessment of course work
Labels
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 13.02.2023 09:00 to We 22.02.2023 12:00
- Registration is open from Mo 27.02.2023 09:00 to Tu 28.02.2023 12:00
- Deregistration possible until Fr 17.03.2023 23:59
Registration information is available for each group.
Groups
Group 1
max. 50 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
Please read the literature (text book chapters) indicated in the syllabus to prepare for class. You will find the syllabus in moodle.
- Tuesday 07.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 21.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 28.03. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 18.04. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 25.04. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 02.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 09.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 16.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 23.05. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 06.06. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 20.06. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
- Tuesday 27.06. 09:45 - 11:15 Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
Aims, contents and method of the course
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.
Assessment and permitted materials
Class attendence and active participation are expected. The overall performance of the course participants es evaluated on the basis of following partial contributions (a minimum of overall 50% being required for passing the course):
(1) Contributon 1 - written (open book) in-class exam (45 points)
(2) Contribution 2 - Case Study: poster presentation & in-class discussion (15 points)
(3) Contribution 3 - Case Study: Group report (40 points)
(1) Contributon 1 - written (open book) in-class exam (45 points)
(2) Contribution 2 - Case Study: poster presentation & in-class discussion (15 points)
(3) Contribution 3 - Case Study: Group report (40 points)
Examination topics
The examination will take place in class in digital open-book format.Only class material and the text book + indicated articles may be used in the exam. The examination content includes the literature listed below, in particular the chapters of the textbook covered in the course as well as further selected articles from scientific journals.
Group 2
max. 50 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
Please read the literature indicated in the syllabus to prepare for class. You will find the syllabus in moodle.
- Tuesday 07.03. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 21.03. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 28.03. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 18.04. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 25.04. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 02.05. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 09.05. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 16.05. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 23.05. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 06.06. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 20.06. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 27.06. 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 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.
Assessment and permitted materials
Class attendence and active participation are expected. Participants contribute in various forms in class and group work:(1) Contributon 1 - written (open book) in-class exam (45 points)
(2) Contribution 2 - Case Study: poster presentation & in-class discussion (15 points)
(3) Contribution 3 - Case Study: Group report (40 points)
(2) Contribution 2 - Case Study: poster presentation & in-class discussion (15 points)
(3) Contribution 3 - Case Study: Group report (40 points)
Examination topics
The examination will take place in class in digital open-book format.Only class material and the text book + indicated articles may be used in the exam. The examination content includes the literature listed below; in particular the chapters of the textbook covered in the course as well as further selected articles from scientific journals.
Information
Minimum requirements and assessment criteria
The overall performance of the course participants es evaluated on the basis of the three partial contributions; a minimum of overall 50% being required for passing the course. The assessment of the overall performance of the participants is based on the following key:
1 ≥ 87,5%
2 ≥ 75 %
3 ≥ 62,5%
4 ≥ 50 %
1 ≥ 87,5%
2 ≥ 75 %
3 ≥ 62,5%
4 ≥ 50 %
Reading list
Text Book:
Solomon, Michael R. (2022): Konsumentenverhalten, 11. Auflage, Verlag Pearson.Articles:
(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) Dad, Aasim Munir / Davies, Barry / Rehman, Asma Abdul (2016): 3D Servicescape Model:
Atmospheric Qualities of Virtual Reality Retailing, International Journal of Advanced Computer Science and Applications 7 (2): 25-38.
(5a) 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.
(5b) Ahuvia, Aaron C. (2005): Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives, Journal of Consumer Research 32 (June): 171-184.
(6a) Thomas, Mary Rani / Madiya Manu & Shivani Poovaiah (2020): Customer Profiling of Alpha: The Next Generation Marketing, in: Ushus Jounral of Business Management 18 (1): 75-86.
(6b) Thomas, Mary Rani / George, Ginu (2021): Segmenting, Targeting, and Positioning (STP) of Gen-erational Cohorts Y, Z and Alpha, IIMS journal of Management Science 12 (2): 115-129.
(7) Reynolds, Thomas J. & Gutman, Jonathan (1988): Laddering Theory, Method,
Analysis and Interpretation, Journal of Advertising Research, (Feb/Mar): 11-31.
(8) Petty, Richard E. / Cacioppo, John T. (1986): The Elaboration Likelihood Model
of Persuasion, Advances in Experimental Social Psychology (December): 123-204.
(9a) Bauer, Martina / Auer-Srnka, Katharina (2012): The life cycle concept
in marketing research, Journal of Historical Research in Marketing 4 (1): 68-96.
(9b) Moschis, George P. (2021): The life course paradigm and consumer behavior.
Research frontiers and future directions, Psychology & Marketing 38: 2034-2050
(9_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.
(10a) 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.
(10b) Hill, Ronald P. / Sharma, Eesha (2020): Consumer Vulnerability,
Journal of Consumer Psychology 30 (2): 551-570.These articles will be available in digital form via University Library online and on the Moodle site.
For further details, please go to: https://marketing.univie.ac.at/studium/master/lvs-im-sommersemester/
Solomon, Michael R. (2022): Konsumentenverhalten, 11. Auflage, Verlag Pearson.Articles:
(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) Dad, Aasim Munir / Davies, Barry / Rehman, Asma Abdul (2016): 3D Servicescape Model:
Atmospheric Qualities of Virtual Reality Retailing, International Journal of Advanced Computer Science and Applications 7 (2): 25-38.
(5a) 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.
(5b) Ahuvia, Aaron C. (2005): Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives, Journal of Consumer Research 32 (June): 171-184.
(6a) Thomas, Mary Rani / Madiya Manu & Shivani Poovaiah (2020): Customer Profiling of Alpha: The Next Generation Marketing, in: Ushus Jounral of Business Management 18 (1): 75-86.
(6b) Thomas, Mary Rani / George, Ginu (2021): Segmenting, Targeting, and Positioning (STP) of Gen-erational Cohorts Y, Z and Alpha, IIMS journal of Management Science 12 (2): 115-129.
(7) Reynolds, Thomas J. & Gutman, Jonathan (1988): Laddering Theory, Method,
Analysis and Interpretation, Journal of Advertising Research, (Feb/Mar): 11-31.
(8) Petty, Richard E. / Cacioppo, John T. (1986): The Elaboration Likelihood Model
of Persuasion, Advances in Experimental Social Psychology (December): 123-204.
(9a) Bauer, Martina / Auer-Srnka, Katharina (2012): The life cycle concept
in marketing research, Journal of Historical Research in Marketing 4 (1): 68-96.
(9b) Moschis, George P. (2021): The life course paradigm and consumer behavior.
Research frontiers and future directions, Psychology & Marketing 38: 2034-2050
(9_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.
(10a) 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.
(10b) Hill, Ronald P. / Sharma, Eesha (2020): Consumer Vulnerability,
Journal of Consumer Psychology 30 (2): 551-570.These articles will be available in digital form via University Library online and on the Moodle site.
For further details, please go to: https://marketing.univie.ac.at/studium/master/lvs-im-sommersemester/
Association in the course directory
Last modified: Tu 30.05.2023 09:47