| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
HS191141 |
| Semester |
Herbstsemester 2019 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor |
| Termin/e |
Mo, 16.09.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 23.09.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 30.09.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 07.10.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 14.10.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 21.10.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 28.10.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 04.11.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 11.11.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 18.11.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 25.11.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 02.12.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 09.12.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 16.12.2019, 14:15 - 16:00 Uhr, 4.B55
Mo, 06.01.2020, 10:15 - 11:45 Uhr, HS 5 (Prüfung) |
| 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 foun-dations 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 range of countries and industries to illustrate the practical implications and relevance of the conceptual frameworks and theories.
|
| Lernziele |
Topic specific knowledge and skills:
You have gained substantial knowledge that allows you to answer the following key ques-tions for organizations
1. How can we conceptualize the processes and influence factors that drive consumer decision-making and behavior?
a. How do motivation, ability and opportunity affect decision-making and behavior?
b. What influences people’s memory of past consumption experiences, and how does memory affect choices and behavior?
c. How do people form attitudes towards market offerings, and how can we best persuade customers?
d. How do people judge and evaluate market offerings?
e. How does culture affect decision-making and behavior?
f. What drives symbolic consumption?
2. Why do customers often not do what they say?
3. What can/ should organizations do to impact customer decision-making and behav-ior?
Transferable skills:
1. You are able to apply the concepts from class to real-world case studies.
2. You are able to clearly articulate your recommended solution to a case problem, and to argue for its appropriateness.
3. You are able to critically evaluate the practical relevance of conceptual frameworks and theories
|
| Voraussetzungen |
Previous attendance of «Marketing Management» is highly recommended. |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 2 to 27 September 2019. 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/16616980671 |
| Leistungsnachweis |
***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 (30%) and written examination at the end of term (70%) / 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. |