Universität Wien
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040177 KU Shopper Marketing (MA) (2021S)

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

Details

max. 50 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

The course will be primarily taught in the form of a video lecture with asynchronous videos. This means that you will learn the content with the help of short videos that you can access at any time via Moodle.

Please come to the first class session on March 1.

  • Monday 01.03. 13:15 - 14:45 Digital
  • Monday 21.06. 13:15 - 14:45 Digital
  • Tuesday 22.06. 13:15 - 14:45 Digital
  • Tuesday 29.06. 13:15 - 14:45 Digital

Information

Aims, contents and method of the course

According to research, up to 80% of all purchase decisions are (more or less) unplanned, i.e. made by the customers while shopping. The goal of shopper marketing is to understand and influence buying behavior during the shopping process. The course therefore serves to deepen the understanding of consumer buying behavior at the point of sale. In particular, we address the effect of the physical environment at the point of sale (i.e., the retail space and merchandise presentation) on consumers.

Course objectives:
- Understand the effect of important atmospheric influencing factors at the point of sale (e.g. music, colors, scents).
- Understand the influence of the store layout on the consumer.
- Learn about successful and unsuccessful aspects of sales environments from a psychological perspective using practical examples
- Be able to apply methods and techniques of experiential
store design
- Be able to assess the differences between physical ("brick-and-mortar") and virtual sales environments and apply these insights to omnichannel marketing strategies.
- Apply your shopper marketing knowledge in the form of an empirical research paper.

Teaching methods: Lecture, practical project, exercises

Assessment and permitted materials

- Participation in the discussions during the lectures and presentations
- Evaluation of the group project
- Participation in the presentation
- Examination (Online exam on June 29, 2021)

Minimum requirements and assessment criteria

Group project 40%
Presentation/participation 15%
Exam 45%

Examination topics

See "Literature"

Reading list

Mandatory readings:
Ebster, C./Garaus, M. (2015). Store design and visual merchandising: Creating store space that encourages buying (2nd edition). Business Experts Press, New York.

Association in the course directory

Last modified: Fr 12.05.2023 00:12