Introduction in consumer research. The following aspects will be emphasized in the course: Consumer decision making, indiviudal determinants of consumer behavior, environmental influences on consumer behavior, influencing consumer behavior
Learning objective
Students will be able to, - explain the decision-making processes underlying the purchasing process - describe the factors that have an influence on consumer behavior - develop strategies to influence purchasing behavior
Competencies
Subject-specific Competencies
Concepts and Theories
assessed
Method-specific Competencies
Analytical Competencies
assessed
Decision-making
assessed
Social Competencies
Customer Orientation
assessed
Sensitivity to Diversity
assessed
Personal Competencies
Critical Thinking
assessed
Performance assessment
Performance assessment information (valid until the course unit is held again)
Performance assessment as a semester course