| Dozent/in |
Ass.-Prof. Dr. oec. Sybilla Merian |
| Veranstaltungsart |
Seminar |
| Code |
HS261316 |
| Semester |
Herbstsemester 2026 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor |
| Termin/e |
Mo, 21.09.2026, 14:15 - 18:00 Uhr, 3.B58
Mo, 28.09.2026, 14:15 - 18:00 Uhr, Online
Mo, 05.10.2026, 14:15 - 18:00 Uhr, 3.B58
Mo, 12.10.2026, 14:15 - 18:00 Uhr, 3.B58
Mo, 19.10.2026, 14:15 - 18:00 Uhr, 3.B58
Mo, 26.10.2026, 14:15 - 18:00 Uhr, Online
Mo, 02.11.2026, 14:15 - 18:00 Uhr, 3.B58
Mo, 09.11.2026, 14:15 - 18:00 Uhr, 3.B58
Mo, 16.11.2026, 14:15 - 18:00 Uhr, 3.B58
Mo, 23.11.2026, 14:15 - 18:00 Uhr, 3.B58
Mo, 30.11.2026, 14:15 - 18:00 Uhr, 3.B58
Mo, 07.12.2026, 14:15 - 18:00 Uhr, 3.B58 |
| Umfang |
4 Semesterwochenstunden |
| Turnus |
weekly
|
| Inhalt |
This course examines how and why individuals and groups select, use, evaluate, and dispose of products, services, and ideas. Drawing on psychological, social, and economic perspectives, the course explores the cognitive, emotional, and social processes that shape consumer decision making. |
| Lernziele |
At the end of the course, students should be able to…
… understand their own consumption-related behaviors.
… explain consumer decision-making processes.
… explain the internal and external factors that affect consumer behavior.
… design marketing strategies that account for consumer behavior.
… critically review consumption issues, practices and related marketing tactics. |
| Voraussetzungen |
The course is for Bachelor students in advanced semesters (5./6.) |
| Sprache |
Englisch |
| Begrenzung |
max. 30 |
| Anmeldung |
Binding registration takes place via the UniPortal; see notes below in the «Proof of Performance» field.
For course information and materials, registration on the OLAT e-learning platform is required from 31 August – 13 September 2026. The students themselves are responsible for verifying the course’s creditability towards their degree program.
Direct link to the OLAT course: https://lms.uzh.ch/url/RepositoryEntry/17903616236 |
| Leistungsnachweis |
***IMPORTANT*** To receive course credit and earn academic credits, registration via the Uni Portal from 31 August (starting at 9:00 a.m.) – 13 September 2026 is MANDATORY.
Late registrations and withdrawals will not be accepted. Once the registration period has ended, participation in the course is MANDATORY. If the course is not completed without a valid reason and without proper withdrawal (including supporting documentation; see the Exam Guidelines), the course will be considered failed (grade 1). |
| Abschlussform / Credits |
Individual Assessments (Short Quizzes) 30%; Paper Presentation 30%; Research Proposal Presentation 30%; In-Class Participation 10% / 6 Credits
|
| Hinweise |
The first part of the course is designed in a flipped classroom format. Students are expected to acquire theoretical knowledge independently prior to attending the lessons (videos and relevant textbook chapters are provided).
There will be no final examination, as assessment will be conducted continuously through quizzes and presentations throughout the semester.
• Individual Assessments (Short Quizzes), 30%:
Each quiz is a closed-book assessment featuring different question types. Quizzes will take place either in class or online:
• 28.09.2026: Onlinetest via OLAT
• 05.10.2026: Test onsite (closed Book)
• 12.10.2026: Test onsite (closed Book)
• 19.10.2026: Test onsite (closed Book)
• 26.10.2026: Onlinetest via OLAT
• 02.11.2026: Test onsite (closed Book)
• 09.11.2026: Onlinetest via OLAT
• Paper Presentation, 30%:
Up to ten scientific papers related to the topics covered in class will be assigned. Participants will prepare an individual or group presentation explaining one of these papers. The presentation grade accounts for 30% of the final grade.
• Research Proposal Presentation, 30%:
Participants will work in groups throughout the semester to develop and present a research proposal, including a Qualtrics experiment, based on the topics covered in the course. The presentation grade accounts for 30% of the final grade.
• In-Class Participation, 10% |
| Hörer-/innen |
Ja |
| Kontakt |
sybilla.merian@unilu.ch |
| Anzahl Anmeldungen |
0 von maximal 30 |
| Literatur |
Wayne Hoyer, Deborah J. MacInnis, Rik Pieters. Consumer Behavior. Cengage Learning. ISBN 978-1-305-50727-2.
Straits, B. C. & Singleton, R. A. (2017). Social Research: Approaches and Fundamentals. Oxford University Press.
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