Trends in Consumer Behavior (E)

first cycle

At the end of this course, students will be able to understand and spot trends in consumer behavior. They will know how to analyze consumer behavior in different socio-economic contexts. Beyond, they will be able to discuss the implications on marketing and to apply trends to the marketing of an actual product or service.

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The course provides an in-depth knowledge and understanding of the most recent contemporary theoretical, practical, and societal trends within consumer behavior as well as their implications on marketing strategies. It introduces current trends that will be analyzed by groups, presented and discussed in class. Moreover, it focuses on the application of trends to marketing strategies.

Bamossy, Gary J., and Michael R. Solomon. Consumer behaviour: A European perspective. Pearson Education, 2016.
Sethna, Zubin, and Jim Blythe. Consumer behaviour. Sage, 2016.
Various Journal articles

Group work (presentation, paper)
Active course participation (case studies & discussions)

Englisch

3

0

2.0

Mixture of lectures, student-led teaching, group projects and case studies

1

Prof. (FH) Dr. Kristina Kampfer

IP_BUS125

Integrierte Lehrveranstaltung

Pflichtfach

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