| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
HS181548 |
| Semester |
Herbstsemester 2018 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor |
| Termin/e |
Di, 18.09.2018, 12:15 - 14:00 Uhr, HS 5
Di, 25.09.2018, 12:15 - 14:00 Uhr, HS 5
Di, 09.10.2018, 12:15 - 14:00 Uhr, HS 5
Di, 16.10.2018, 12:15 - 14:00 Uhr, HS 5
Di, 23.10.2018, 12:15 - 14:00 Uhr, HS 5
Di, 30.10.2018, 12:15 - 14:00 Uhr, HS 5
Di, 06.11.2018, 12:15 - 14:00 Uhr, HS 5
Di, 13.11.2018, 12:15 - 14:00 Uhr, HS 5
Di, 20.11.2018, 12:15 - 14:00 Uhr, HS 5
Di, 27.11.2018, 12:15 - 14:00 Uhr, HS 5
Di, 04.12.2018, 12:15 - 14:00 Uhr, HS 5
Di, 11.12.2018, 12:15 - 14:00 Uhr, HS 5
Di, 18.12.2018, 12:15 - 13:45 Uhr, HS 5 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly |
| Inhalt |
This course provides an introduction to Consumer Behavior, Judgment and Decision-Making. Particular emphasis is placed on insights from consumer psychology and behavioral economics to understand consumer information processing, memory storage, knowledge formation, and the formation of attitudes about products, firms, brands, and others. How these attitudes subsequently affect judgment and decision-making, and ultimately consumer behavior, is another key focus of this course. The goal of this course is to provide students with the necessary knowledge to understand the psychological foundations of consumer behavior, and to design successful marketing activities that take these foundations into account. If time permits, we will also discuss recent developments and insights from the field of consumer neuroscience.
Besides classical lecture parts, this course will also feature a number of case studies from a broad range of countries and industries to illustrate the practical implications and relevance of the conceptual frameworks and theories.
Exciting answers about the event: www.unilu.ch/wf-wahlpflicht
Direct link to OLAT course:
https://lms.uzh.ch/url/RepositoryEntry/16424075395
|
| E-Learning |
|
| Lernziele |
On completion of this course, students will have gained substantial knowledge about the psychological foundations of consumer behavior. These include
1. The Psychological Core: Consumer Motivation, Comprehension, Memory and Attitude Formation
2. The Decision-Making Process: Problem Recognition, Information Search, and Judgment and Decision-Making.
3. Consumer Culture: Social Influence on Behavior and Consumer Diversity
4. Consumer Behavior Outcomes and Issues: Symbolic Consumer Behavior and Social Responsibility
Based on this new knowledge, students will develop the capacity to apply the conceptual and theoretical concepts from the lectures to analyze actual case scenarios, and to develop solutions for a broad range of marketing challenges
|
| Voraussetzungen |
Previous attendance of «Marketing Management» is recommended. |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from September 3 to September 28, 2018. The students themselves are responsible for checking the creditability of the course to their course of study. |
| Prüfung |
Dienstag, 18. Dezember 2018, 12.15 - 13.45 Uhr; Hörsaal 5
***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 |
Written Examination (80%), In-class participation (20%) / 3 Credits
|
| Hinweise |
none |
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Literatur |
The core textbook for this course is Hoyer, Macinnis & Pieters (2018): Consumer Behavior, 7th Edition, Cengage. Additional references will be announced at the start of the course. |