Information on individual educational components (ECTS-Course descriptions) per semester | |
| Degree programme: | Bachelor International Business Administration Part-time |
| Type of degree: | FH Bachelor´s Degree Programme |
| Part-time | |
| Summer Semester 2023 | |
| Course unit title | Consumer Behaviour |
| Course unit code | 025007045011 |
| Language of instruction | English |
| Type of course unit (compulsory, optional) | Elective |
| Semester when the course unit is delivered | Summer Semester 2023 |
| Teaching hours per week | 1 |
| Year of study | 2023 |
| Level of course unit (e.g. first, second or third cycle) | First Cycle (Bachelor) |
| Number of ECTS credits allocated | 2 |
| Name of lecturer(s) | Americo DA CONCEICAO MATEUS |
| Prerequisites and co-requisites |
Business students in their third year of studies Marketing basics |
| Course content |
The course provides a general understanding of consumer/buyer behavior. The student becomes familiar with models and theories of social sciences related to consumer behavior. The background marketing paradigms of the course are Marketing Management and Relationship Marketing. |
| Learning outcomes |
Students learn to recognize the personal, psychological, social and cultural factors influencing buyer behavior. They will also become familiar with buying decision processes both in b-to-c and in b-to-b marketing. The application of market segmentation and targeting will also be discussed. |
| Planned learning activities and teaching methods |
Interactive lecturing Group works |
| Assessment methods and criteria |
Small group works: 40 % of final grade Written exam 60 % of final grade |
| Comment |
Not applicable |
| Recommended or required reading |
Kotler, P.: Marketing Management, Chapters 7,8 and 9, The Millenium Edition, Prentice Hall, New York Desmond, J.: Consuming Behaviour, 2003, Palgrave, New York |
| Mode of delivery (face-to-face, distance learning) |
Face-to-face |
| Summer Semester 2023 | go Top |