This course examines important concepts and theories in order to describe and to explain consumer behavior. The focus is on decision making processes, influencing consumer behavior, consumer research, and market segmentation. Selected topics are explained in some depth.
Objective
This course examines important concepts and theories in order to describe and to explain consumer behavior. The course Consumer Behavior I provides an overview, whereas in this course selected topics are explained and discussed in some depth. The focus is on decision making processes, influencing consumer behavior, consumer research, and market segmentation.
Performance assessment
Performance assessment information (valid until the course unit is held again)
Performance assessment as a semester course