Consumer Behavior (E)
Niveau
First Cycle
Learning outcomes of the courses/module
After completing the course, students will be able to
- Describe and analyse consumer behaviour in high involvement and low involvement situations
- Understand the role of motivation in consumer decision making processes
- Understand the impact of culture on consumer perception and behaviour
- Distinguish different types of group influences and opinion leadership
- Understand the impact and the change in social class and the measurement of social class
- Be able to analyse current advertising examples with regard to their intent to respond to different attitudes and to change consumer attitudes
- Describe and analyse consumer behaviour in high involvement and low involvement situations
- Understand the role of motivation in consumer decision making processes
- Understand the impact of culture on consumer perception and behaviour
- Distinguish different types of group influences and opinion leadership
- Understand the impact and the change in social class and the measurement of social class
- Be able to analyse current advertising examples with regard to their intent to respond to different attitudes and to change consumer attitudes
Prerequisites for the course
Accredited students of University of Applied Sciences of Kufstein and International Program
Course content
Perception
Motivation, values and involvement
Attitudes and attitude change
Decision making
Group influences
Social class
Cultures and subcultures
Motivation, values and involvement
Attitudes and attitude change
Decision making
Group influences
Social class
Cultures and subcultures
Recommended specialist literature
Solomon, Bamossy, Askegaard & Hogg: Consumer Behaviour: A European Perspective, FT Prentice Hall
Assessment methods and criteria
Individual assignment
Language
English
Number of ECTS credits awarded
3
Share of e-learning in %
0
Semester hours per week
2.0
Planned teaching and learning method
Mixture of lectures, student-led teaching, group projects and case studies
Semester/trimester in which the course/module is offered
2
Name of lecturer
Dr. Katrin Horn
Academic year
First cycle
Key figure of the course/module
IP_BUS106
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
Not applicable.