Marketing

Basic Information

Included in Modules

• Module 31-MM11 (Marketing)

Participation requirements

• none

SWS

• 2

LP

• 4, only in combination with the module exam

Exam Type

• Graded module exam

Contact Person for Inquiries

• K. Heimann
• A. Flaswinkel

Brief Description

A strong focus on consumers can help companies gain significant competitive advantages. The "Consumer Behavior" course aims to provide students with an overview of the fundamentals of consumer behavior research. The course covers consumer behavior in both the analog and digital worlds. Students will gain in-depth knowledge of the key methods for gathering and analyzing consumer behavior data, with a particular emphasis on understanding the underlying processes of purchase decisions. Special attention is given to digital consumer behavior, reflecting the ongoing digitalization of our world.

Course Material / Exam Dates

• The course materials can be foung in the course's Lernraum (312103).
• Exam dates can be found on the semester overview page.
• Information on exam review and the related online registration form can be accessed via this link.