Trends in Consumer Behavior (E)
Niveau der Lehrveranstaltung/des Moduls laut Lehrplan
first cycle
Lernergebnisse der Lehrveranstaltung/des Moduls
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.
Voraussetzungen laut Lehrplan
none
Lehrinhalte
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.
empfohlene Fachliteratur
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
Bewertungsmethoden und -kriterien
Group work (presentation, paper)
Active course participation (case studies & discussions)
Unterrichtssprache
Englisch
Anzahl der zugewiesenen ECTS-Credits
3
eLearning Anteil in Prozent
0
Semesterwochenstunden (SWS)
2
geplante Lehr- und Lernmethoden
Mixture of lectures, student-led teaching, group projects and case studies
Semester/Trimester, in dem die Lehrveranstaltung/das Modul angeboten wird
1
Name des/der Vortragenden
Prof. (FH) Dr. Kristina Kampfer
Kennzahl der Lehrveranstaltungen/des Moduls
IP_BUS125
Art der Lehrveranstaltung/des Moduls
Integrierte Lehrveranstaltung
Art der Lehrveranstaltung
Pflichtfach
Praktikum/Praktika
none
