skip to content

Major Module IV


Sustainability in Marketing and Consumer Behavior

Lecture (14266.0107)

            Instructor: Dr. Magdalena Bekk
            Date: Apr, 19th, 2017 - May, 31st, 2017
            Time: Wednesday, 10:00am - 1:30pm
            Location: Room 410 (WiSo-Building)

            Please note, that the lecture on May, 24th, 2017 differs in time and place:
            8:00am - 9:30am & noon - 1.30pm in room 524 of the WiSo-Building

Exercise (14266.0108)

            Instructor:  Dr. Magdalena Bekk
            Date: Apr, 20th, 2017 - June, 1st, 2017
            Time: Thursday, 10:00am - 11:30am
            Location: Room 524 (WiSo-Building)


The examination consists of a written exam of 60 minutes.

Examination Date:
Date: June, 1st, 2017
Time: 4:30pm - 5:30pm
Location: A2 (Hörsaalgebäude)

We will offer only one examination date (in June) for this course. There will be no second examination for this course! We recommend you participate in the course “Brand Management” (Prof. Völckner), instead of this one, if you wish or need to write your examination in September.

Please keep in mind that you need to register for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Written exams can be answered either in German or in English. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine 60-minütige schriftliche Prüfung abgelegt werden.

01.06.2017, 16:30-17:30 Uhr in  A2 (Hörsaalgebäude)

Bitte beachten Sie, dass es für diesen Kurs nur einen Prüfungstermin geben wird. Wenn Sie Ihre Klausur erst zum zweiten Termin im September schreiben können oder wollen, dann belegen Sie bitte den Kurs „Brand Management“ (Prof. Völckner).

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Schriftliche Prüfungen können auf Englisch oder auf Deutsch abgelegt werden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.


Why do almost all people say sustainability (for example saving the environment) is important to them but almost no one actually acts in line with this statement? And how can brand managers make their brands (look) more sustainable? The aim of this course is to understand why consumers have difficulties to act sustainable. What consumer and corporate social responsibility means. And how brands can misuse sustainability issues in order to appear more sustainable (e.g. greenwashing). In this course, participants will learn theories and findings from consumer behavior, marketing and psychology, which help to understand sustainable behavior from a consumer and brand perspective.

Learning Objectives

At the end of this course you should be able to:

  • understand the consumption process from a sustainability perspective.
  • understand why consumers have difficulty to act sustainable.
  • explain how consumer behavior can be nudged by managers into a more sustainable direction.
  • understand what brand managers can do to make their brand look more sustainable.