| Dozent/in |
Flavia Tinner, MA |
| Veranstaltungsart |
Seminar |
| Code |
FS231174 |
| Semester |
Frühjahrssemester 2023 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Master |
| Termin/e |
Mi, 01.03.2023, 14:15 - 16:00 Uhr, 4.B47
Mi, 15.03.2023, 14:15 - 16:00 Uhr, 4.B47
Mi, 29.03.2023, 14:15 - 16:00 Uhr, 4.B47
Mi, 19.04.2023, 14:15 - 16:00 Uhr, 4.B47
Mi, 26.04.2023, 14:15 - 16:00 Uhr, 4.B47
Mi, 03.05.2023, 14:15 - 16:00 Uhr, 4.B47
Mi, 10.05.2023, 14:15 - 16:00 Uhr, 4.B47
Mi, 17.05.2023, 14:15 - 16:00 Uhr, 4.B47
Mi, 24.05.2023, 14:15 - 16:00 Uhr, 4.B47
Mi, 31.05.2023, 14:15 - 16:00 Uhr, 4.B47 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly |
| Inhalt |
From determining consumer needs to providing consumer satisfaction, marketing begins and ends with the consumer. Consumer behavior principles pervade virtually all of the activities of the most successful businesses, including market research, product development, segmentation, branding, retail mix, communications, and some strategic decisions. This seminar is a collection of notable behavioral science contributions to the understanding and prediction of consumer behavior, providing students with the skills necessary to understand consumer behavior and how it impacts businesses and marketing strategy. It will be a research-oriented seminar, where we will discuss academic papers from social and cognitive psychology to understand, explain, describe and predict how consumers form preferences and make decisions. |
| Schlagworte |
Nachhaltigkeit |
| Lernziele |
Topic specific knowledge and skills:
- When finishing the course, students should be able to ask critical questions to, and elaborate on, central premises and assumptions that the field of consumer behavior is based on.
- Understand the underlying physiological, psychological, and sociological factors affecting consumer behavior, and how these are useful for market segmentation, targeting, and predicting consumer responses.
Transferable skills:
- Refine oral presentation abilities and hone critical thinking and essay writing skills.
- You have gained substantial knowledge that allows you to transfer theoretical concepts in consumer behavior onto real-world applications and contexts.
- You will learn how to critically read and evaluate academic journal articles.
- You will learn how to structure logical arguments, and how to convey your opinions convincingly.
- You will learn how to formulate hypotheses based on theoretical concepts, and to relate your hypotheses to predictions and test them with observable variables accordingly. |
| Voraussetzungen |
None. |
| Sprache |
Englisch |
| Begrenzung |
max. 14 participants |
| Anmeldung |
To attend the course /
exercise, registration via e-learning platform OLAT is required. Registration
is possible from 6 February to 3 March 2023. The students themselves
are responsible for checking the creditability of the course to their course of
study.
Direct link to OLAT course:
https://lms.uzh.ch/url/RepositoryEntry/17335386585
|
| Prüfung |
***IMPORTANT*** In order to take part in the examination, registration via the UniPortal within the examination registration period is REQUIRED. Further information on registration for the examination: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
In-class participation, written paper, presentation / 4.5 Credits
|
| Hörer-/innen |
Nein |
| Kontakt |
flavia.tinner@unilu.ch |
| Anzahl Anmeldungen |
8 von maximal 14 |
| Literatur |
Academic journal articles will be made available in the first session of the course to all participants via OLAT. |