602.420 (21W) Consumer Behavior

Wintersemester 2021/22

Registration deadline has expired.

First course session
11.10.2021 08:30 - 12:00 Live Online (Zoom-Meeting) Off Campus
... no further dates known

Overview

Due to the COVID-19 pandemic, it may be necessary to make changes to courses and examinations at short notice (e.g. cancellation of attendance-based courses and switching to online examinations).

For further information regarding teaching on campus, please visit: https://www.aau.at/en/corona.
Lecturer
Course title german Consumer Behavior - Konsumentenverhalten (Vertiefung)
Type Lecture - Course (continuous assessment course )
Course model Online course
Hours per Week 2.0
ECTS credits 2.0
Registrations 35 (30 max.)
Organisational unit
Language of instruction English
possible language(s) of the assessment English
Course begins on 11.10.2021
eLearning Go to Moodle course

Time and place

Please note that the currently displayed dates may be subject to change due to COVID-19 measures.
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Course Information

Intended learning outcomes

The course deals with selected aspects in consumer behavior.  A special focus is on communication and advertising.

Consumer Behavior are the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.  Students will learn about consumers’ perception, learning and memory, motivation and values, the self, personality and lifestyle, as well as attitudes and persuasion.  They will learn how consumers make decisions and are influenced by their physical as well as social surroundings.  In addition, students will learn about cultural influences on consumers.

The focus of the case study in this course is:  The digital consumer

Teaching methodology including the use of eLearning tools

In class, lecturer and students will discuss selected aspects of consumer behavior from the course material. 

Students prepare and present one case studies (online group work and online presentation).

Course content

1. Introduction to Consumer Behavior

2. Buying, Having and Being

3. Perception

4. Learning and Memory

5. Motivation and Affect

6. The Self: Mind, Gender, and Body 

7. Personality, Lifestyles and Values 

8. Attitudes and Persuasive Communication 

9. Decision Making 


Case study work (group activity)

Prior knowledge expected

Important: Students should read the book chapters in advance in order to be able to participate actively in the course!

Literature

Course Book via Library: Michael R. Solomon:  Consumer Behavior, Global Edition, Pearson, 12th edition, 2018 (recent earlier editions are fine, too).

Cases:  Available in Moodle when class starts

Examination information

Im Fall von online durchgeführten Prüfungen sind die Standards zu beachten, die die technischen Geräte der Studierenden erfüllen müssen, um an diesen Prüfungen teilnehmen zu können.

Modified examination information (exceptional COVID-19 provisions)

RemoteOnlineProctoring-at-home-Exam (counts for 70% of final grade): ROPE Exam/ 60 min

Mon. Dec. 6., 13 -14 h
Tue. Jan. 18, 11 -12 h

Group work and presentation (30% of final grade)

Examination methodology

RemoteOnlineProctoring-at-home-Exam (counts for 70% of final grade)

Group work and presentation (30% of final grade)

Examination topic(s)

RemoteOnlineProctoring-at-home-Exam: Textbook, slides

Group work: Specific topics from "The digital consumer"

Assessment criteria / Standards of assessment for examinations

RemoteOnlineProctoring-at-home-Exam: Quality and quantity of responses to exam questions, line of argumentation, comprehensibility

Group work: Quality and quantity of content in the group work, form of presentation/slides, line of argumentation, creativity

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 12W.4)
    • Subject: Marketing (Compulsory elective)
      • Consumer Behavior/ Konsumentenverhalten (Vertiefung) ( 2.0h VC / 2.0 ECTS)
        • 602.420 Consumer Behavior (2.0h VC / 2.0 ECTS)
  • Master's degree programme Information Management (SKZ: 922, Version: 19W.1)
    • Subject: Marketing (Compulsory elective)
      • 6.6.1 Konsumentenverhalten (Vertiefung) ( 0.0h VC / 2.0 ECTS)
        • 602.420 Consumer Behavior (2.0h VC / 2.0 ECTS)
          Absolvierung im 1., 2., 3., 4. Semester empfohlen
  • Master's degree programme Information Management (SKZ: 922, Version: 13W.2)
    • Subject: Marketing (Compulsory elective)
      • 5.6.1 Konsumentenverhalten (Vertiefung) ( 2.0h VC/KS / 2.0 ECTS)
        • 602.420 Consumer Behavior (2.0h VC / 2.0 ECTS)

Equivalent courses for counting the examination attempts

Wintersemester 2023/24
  • 602.420 VC Advanced Marketing 1: Consumer Behavior (2.0h / 2.0ECTS)
Wintersemester 2022/23
  • 602.420 VC Advanced Marketing 1: Consumer Behavior (2.0h / 2.0ECTS)