Universität Wien
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040087 KU Building Blocks of Marketing: Consumer Behavior (MA) (2023W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

Summary

1 Auer-Zotlöterer , Moodle
2 Auer-Zotlöterer , Moodle

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 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

NOTE !!! => On Oct 31st we do not meet in class. You may individually organize within your groups.

Note: The written exam (online onsite!) will take place on January 9, 2024. To access the exam in Moodle, you will need a mobile digital device. Please, bring your notebook / laptop or tablet PC to class for the exam (Jan 09/2024) - Important: NO MOBILE PHONE/CELL PHONE!

Lectures (units 1-4; 6-11) will be recorded.

  • Tuesday 03.10. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 10.10. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 17.10. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 24.10. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 07.11. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 14.11. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 21.11. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 28.11. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 05.12. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 12.12. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 09.01. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 16.01. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 23.01. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock

Assessment and permitted materials

Grading is based on the assessment of
(1) Exam (open-book, online-on site): 45%
(2) Contribution in Class & Case Study
(a) active Class Participation & Group Poster-Presentation: 25%
(b) final case study-report: 30%
The written group report can take the form of a classical case study report or an alternative form (e.g., a Story Map). Besides indicated literature and course material available on moodle, you are allowed to use AI-Tools and AI-based Software. In case, you do use AI-generated content, you need to declare it. Make sure that any AI-generated content in your report is correct, identify relevant sources and be aware of copyright rules!

Minimum requirements and assessment criteria

Assessment standards: 87,5%+ (very good) | 75 %+ (good) | 62,5%+ (satisfactory) | 50+% (sufficient) | < 50% (not passed)

Examination topics

The examination literature comprises the content of the textbook (with the exception of chapter 4 in the german text book) and the scientific journal articles listed in the literature review (and available in Moodle). Essentially, students should know the contents covered in the course and be capable of applying it to real markeitng problems. The exam will be taken indivividually and take place in open-book format. The Case Study is solved in groups of 3 participants.

Reading list

TEXTBOOK: Solomon, Michael R. (2022): Konsumentenverhalten, 11. Auflage, Pearson.
Note: Chapter 4 is not relevant for the exam; this content is covered in the Responsible Marketing 1 course.
All other chapters are relevant for the exam and to be prepared in advance according to the schedule overview.

Additional Articles.*
CHAPTER1:
(1a) Macinnis, Deborah J. & Folkes, Valerie S. (2010): The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies. Journal of Consumer Research 36(April):899-914.
(1b) Dad, Aasim Munir; Davies, Barry & Rehman, Asma Abdul (2016): 3D Servicescape Model: Atmospher-ic Qualities of Virtual Reality Retailing. International Journal of Advanced computer Sciences and Ap-plications 7 (2), 25-38.
CHAPTER 2.
Lemon Katherine N. & Verhoef, Peter C. (2016): Understanding Customer Experience Through the Cus-tomer Journey. Journal of Marketing 80 (Nov): 69-96.
CHAPTER 3.
Schmitt, Bernd; Brakus, J. Joško & Zarantonello Lia (2015): From experiential psychology to consumer experience. Journal of Consumer Psychology 25 (1): 166-171.
CHAPTER 4.
Parasuraman, A.; Zeithaml, Valerie A. & Berry, Leonard L. (1985): A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing 49 (4): 41-50.
CHAPTER 5.
Petty, Richard & Cacioppo, John T. (1986): The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology 19 (Dec): 123-168 (Hinweis: bitte lesen Sie aus diesem – sehr umfangrei-chen und detaillierten Artikel – jedenfalls Seiten 124-127 (bis vor II. Postulate 1)).
CHAPTER 8.
Reynolds, Thomas J. & Gutman, Jonathan (1988): Laddering Theory, Method, Analysis, and Interpreta-tion. Journal of Advertising Research (Feb/March): 11-31.
CHAPTER 11.
(11a) Thomas, Mary Rani, MP, Madiya & Shivani (2020): Customer Profiling of Alpha: The Next Genera-tion Marketing. Ushus-Journal of Business Management 19 (1): 75-86.
(11b) Thomas, Mary Rani & George, Ginu (2021): Segmenting, Targeting, and Positioning (STP) of Gener-ational Cohorts Y, Z and Alpha. Indian IMS Journal of Managements Science 12 (2): 115-129.
(11c) Moschis, George P. (2021): The life course paradigm and consumer behavior: Research frontiers and future directions. Psychology & Marketing 38: 2034-2050.
(11d) Bauer, Martina & Auer-Srnka, Katharina J. (2012): The life cycle concept in marketing research.
Journal of Historical Research in Marketing 4 (1): 68-96.

o Articles will be provided for the course online in Moodle.
o e-book access to the textbook is available via the University Library; however, only to a limited extent. Consequently, purchase of the textbook is recommended for this course.

Group 2

max. 50 participants
Language: English
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

NOTE !!! => On Oct 31st we do not meet in class. Yous may organize individually in your groups!

Note: The written exam (online onsite!) will take place on January 9, 2024. To access the exam in Moodle, you will need a mobile digital device. Please, bring your notebook / laptop or tablet PC to class for the exam (Jan 09/2024) - Important: NO MOBILE PHONE/CELL PHONE!

Lectures (units 1-4; 6-11) will be recorded.

  • Tuesday 03.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 10.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 17.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 24.10. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 07.11. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 14.11. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 21.11. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 28.11. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 05.12. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 12.12. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 09.01. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 16.01. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 23.01. 11:30 - 13:00 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock

Assessment and permitted materials

Grading is based on the assessment of
(1) Exam (open-book, online-on site): 45%
(2) Contribution in Class & Case Study
(a) active Class Participation & Group Poster-Presentation: 25%
(b) final Case Study-Report: 30%

The written group report can take the form of a classical case study report or an alternative form (e.g., a Story Map). Besides indicated literature and course material available on moodle, you are allowed to use AI-Tools and AI-based Software. In case, you do use AI-generated content, you need to declare it. Make sure that any AI-generated content in your report is correct, identify relevant sources and be aware of copyright rules!

Minimum requirements and assessment criteria

Assessment standards: 87,5%+ (very good) | 75 %+ (good) | 62,5%+ (satisfactory) | 50+% (sufficient) | < 50% (not passed)

Examination topics

The examination literature comprises the content of the textbook (except chapter 2) and the scientific journal articles listed in the literature review (and available in Moodle). Essentially, students should know the contents covered in the course and be capable of applying it to real markeitng problems. The exam will be taken indivividually and take place in open-book format. The Case Study is solved in groups of 3 participants.

Reading list

TEXTBOOK: Solomon, Michael R. (2020): Consumer Behavior. Buying, Having and Being, 13t (Global) Edition. Pearson.
Note: Chapter 2 is not relevant for the exam; this content is covered in the Responsible Marketing 1 course.
All other chapters are relevant for the exam and to be prepared in advance according to the schedule overview.

Additional Articles.*
CHAPTER1:
(1a) Macinnis, Deborah J. & Folkes, Valerie S. (2010): The Disciplinary Status of Consumer Behavior: A Sociology of Science Perspective on Key Controversies. Journal of Consumer Research 36(April):899-914.
(1b) Dad, Aasim Munir; Davies, Barry & Rehman, Asma Abdul (2016): 3D Servicescape Model: Atmospher-ic Qualities of Virtual Reality Retailing. International Journal of Advanced computer Sciences and Ap-plications 7 (2), 25-38.
CHAPTER 2.
Lemon Katherine N. & Verhoef, Peter C. (2016): Understanding Customer Experience Through the Cus-tomer Journey. Journal of Marketing 80 (Nov): 69-96.
CHAPTER 3.
Schmitt, Bernd; Brakus, J. Joško & Zarantonello Lia (2015): From experiential psychology to consumer experience. Journal of Consumer Psychology 25 (1): 166-171.
CHAPTER 4.
Parasuraman, A.; Zeithaml, Valerie A. & Berry, Leonard L. (1985): A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing 49 (4): 41-50.
CHAPTER 5.
Petty, Richard & Cacioppo, John T. (1986): The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology 19 (Dec): 123-168 (Hinweis: bitte lesen Sie aus diesem – sehr umfangrei-chen und detaillierten Artikel – jedenfalls Seiten 124-127 (bis vor II. Postulate 1)).
CHAPTER 8.
Reynolds, Thomas J. & Gutman, Jonathan (1988): Laddering Theory, Method, Analysis, and Interpreta-tion. Journal of Advertising Research (Feb/March): 11-31.
CHAPTER 11.
(11a) Thomas, Mary Rani, MP, Madiya & Shivani (2020): Customer Profiling of Alpha: The Next Genera-tion Marketing. Ushus-Journal of Business Management 19 (1): 75-86.
(11b) Thomas, Mary Rani & George, Ginu (2021): Segmenting, Targeting, and Positioning (STP) of Gener-ational Cohorts Y, Z and Alpha. Indian IMS Journal of Managements Science 12 (2): 115-129.
(11c) Moschis, George P. (2021): The life course paradigm and consumer behavior: Research frontiers and future directions. Psychology & Marketing 38: 2034-2050.
(11d) Bauer, Martina & Auer-Srnka, Katharina J. (2012): The life cycle concept in marketing research.
Journal of Historical Research in Marketing 4 (1): 68-96.

o Articles will be provided for the course online in Moodle.
o e-book access to the textbook is available via the University Library; however, only to a limited extent. Consequently, purchase of the textbook is recommended for this course.

Information

Aims, contents and method of the course

This course provides you with terminology, scientific models and a comprehensive understanding of consumer behavior. You will explore consumer decision making and the various factors influencing this process. In weekly lectures, you will get acquainted with the foundations of consumer decision making as well as the determinants of its outcome: the purchase decision & buying behavior. We will discuss relevant findings from various fundamental disciplines informing consumer behavior and marketing (i.e., psychology, sociology and cultural & communication sciences, but also psycho-biology, neuro-sciences and data science).

After completing this course, you will be able to discuss the following questions:
- 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?

At the and of the semester, you will have acquired the theoretical foundations to deal with these questions. A number of lectures will provide you with the theoretical underpinnings to develop an in-depth understanding of consumers and their buying behavior. You will be able to apply your knowledge to solve practical marketing problems. Working on practical cases in groups and discussing your solutions in class will provide you with the necessary practical competences. You may use AI-tools as well as AI-based Software in working on your marketing cases.

Further details: https://marketing.univie.ac.at/studium/master/lvs-im-wintersemester/

Association in the course directory

Last modified: Su 01.10.2023 19:07