602.422 (21W) Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students)
Überblick
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- Lehrende/r
- LV-Titel englisch Consumer Behavior (only for exchange students)
- LV-Art Vorlesung-Kurs (prüfungsimmanente LV )
- LV-Modell Onlinelehrveranstaltung
- Semesterstunde/n 2.0
- ECTS-Anrechnungspunkte 2.0
- Anmeldungen 10 (30 max.)
- Organisationseinheit
- Unterrichtssprache Englisch
- mögliche Sprache/n der Leistungserbringung Englisch
- LV-Beginn 11.10.2021
- eLearning zum Moodle-Kurs
Zeit und Ort
LV-Beschreibung
Intendierte Lernergebnisse
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
Lehrmethodik inkl. Einsatz von 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).
Inhalt/e
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)
Erwartete Vorkenntnisse
Important: Students should read the book chapters in advance in order to be able to participate actively in the course!
Literatur
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
Prüfungsinformationen
Geänderte Prüfungsinformationen (COVID-19 Ausnahmeregelung)
Open Book Exam at Home (counts for 70% of final grade)
Group work and presentation (30% of final grade)
Prüfungsmethode/n
Open Book Exam at Home (counts for 70% of final grade)
Group work and presentation (30% of final grade)
Prüfungsinhalt/e
Open Book Exam at Home: Textbook, slides
Group work: Specific topics from "The digital consumer"
Beurteilungskriterien/-maßstäbe
Open Book Exam at Home: 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
Beurteilungsschema
Note BenotungsschemaPosition im Curriculum
- Masterstudium Angewandte Betriebswirtschaft
(SKZ: 918, Version: 12W.4)
-
Fach: Marketing
(Wahlfach)
-
Consumer Behavior/ Konsumentenverhalten (Vertiefung) (
2.0h VC / 2.0 ECTS)
- 602.422 Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students) (2.0h VC / 2.0 ECTS)
-
Consumer Behavior/ Konsumentenverhalten (Vertiefung) (
2.0h VC / 2.0 ECTS)
-
Fach: Marketing
(Wahlfach)
- Masterstudium Information Management
(SKZ: 922, Version: 19W.1)
-
Fach: Marketing
(Wahlfach)
-
6.6.1 Konsumentenverhalten (Vertiefung) (
0.0h VC / 2.0 ECTS)
- 602.422 Consumer Behavior - Konsumentenverhalten (Vertiefung) (only for exchange students) (2.0h VC / 2.0 ECTS) Absolvierung im 1., 2., 3., 4. Semester empfohlen
-
6.6.1 Konsumentenverhalten (Vertiefung) (
0.0h VC / 2.0 ECTS)
-
Fach: Marketing
(Wahlfach)