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Selected Issues in Marketing III

Consumer Psychology and Behavior I

 Lecture (14266.0103)

 (incoming students: 14266.5011)

(for MiM students:

            Instructor: Dr. Kristina Klein
            Date: Oct, 11th, 2017 - Nov, 29th, 2017
            Time: Wednesday, 10:00am - 01:30pm
            Location: Room 410

 Exercise (14266.0104)

 (incoming students: 14266.5012)

            Instructor: Dr. Kristina Klein
            Date: Oct, 18th, 2017 - Nov, 29th, 2017 (except Oct, 30th, 2017)
            Time: Monday 10.00am - 11.30am
                      Wednesday 4.00pm - 5.30pm
            Location:  Room 524 (Mon) &  Room 410 (Wed)

Consumer Psychology and Behavior II

 Lecture (14266.0700)

            Instructor: Prof. Dr. Monika Imschloß
            Date: Dec, 6th, 2017 - Jan, 31st, 2018
            Time: Wednesday, 8:30am - 11:45am
            Location:  Room 410

 Exercise (14266.0701)

            Instructor:  Prof. Dr. Monika Imschloß
            Date: Dec, 13th, 2017 - Jan, 31st, 2018
            Time: Wednesday, 2:00pm - 5:30pm
            Location:  Room 410

Examination (further information will follow)

The examination form is a written exam. Please note that the exam can be answered either in German or in English. 

1st Exam

Date:
Time:
Location:

Incomings and MIM-Students:

Date:
Time:
Location:

Incomings and MIM-Students:

Date:
Time:
Location:

2nd Exam

Date:
Time:
Location:

Module Exam
(120 min.)

tba
tba
tba

CP&B I
(60 min.)

dec, 5th, 2017
2.30 - 3.30 pm
310

CP&B II
(60 min.)

tba
tba
tba

Module Exam
(120 min.)

tba
tba
tba

 







Please keep in mind that you need to register for the exam within the given registration period. It is NOT possible to register after the registration period. 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 schriftliche Prüfung abgelegt werden. Bitte beachten Sie, dass die Prüfung sowohl auf Deutsch als auch auf Englisch abgelegt werden kann.

1. Prüfungstermin
Modulprüfung (120 Min.): n.n.
 

2. Prüfungstermin
Modulprüfung
(120 Min.):  n.n.

Prüfung CP&B I für "Early leaver" (Incomings) und

MP Selected Issues in International Management 1 für MIM-Studierende:

05.12.2017, 14.30 - 15.30 Uhr, Raum 310

(60 Min, 6 ECTS)

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. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim  Prüfungsamt  über alle klausurbedingten Fragen.

Content & Learning Objectives

Consumer Psychology and Behavior I

An essential component of marketing is consumer insight – both the obvious needs and wants that are on the surface of conscious thought, but also the deeper, possibly unconscious motives that drive human behavior at an implicit level. This course gives an overview of psychological knowledge as it pertains to capturing consumer insight. This course will cover key concepts that help researchers and managers to understand how consumers behave and why consumers behave in a certain way. The course goals are to acquire an understanding of the psychological processes that underlie the effectiveness of marketing strategy in terms of impact on consumer behavior and to acquire a “toolbox” of psychological principles applicable to marketing strategy.

Consumer Psychology and Behavior II

Understanding consumer behavior and the irrationality of the human decision-making process is key to developing winning marketing strategies for advertising, branding, pricing or promotions. Therefore, going beyond the identification of obvious consumer needs by gaining a deeper understanding of the underlying motives and processes that drive human behavior is of high relevance for marketers. This course gives an overview of psychological concepts as they pertain to capturing and understanding consumer behavior. The course includes a consideration of concepts from the fields of evolutionary, biological, cognitive as well as social psychology and discusses how these concepts are related to consumer behavior. Further, the course will explore consumer behavior in different contexts, e.g., in the context of groups. Based on the experimental nature of most scientific findings in the field of consumer behavior, the course also covers a methodological understanding of experimental research.

The course goals are to acquire an understanding of the psychological processes that underlie consumer behavior and to critically reflect how people act when they buy, use or experience products or services. By taking this course you should learn to analyze consumer behavior and recommend marketing strategies based on theories and empirical evidence.