Moses - Konsumentenverhalten und Entscheidungsprozesse

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Diese Modulbeschreibung gilt nicht im aktuellen Semester.

Die Modulbeschreibung gilt nur für den Zeitraum WS 2019/20 - SoSe 2023.

Module / Version:
#70054 / #5

Validity:
WS 2019/20 - SoSe 2023

Default display language:
German

Module title:
Konsumentenverhalten und Entscheidungsprozesse
Consumer Behavior and Decision Making

Credits:
6

Responsible person:
Talke, Katrin

Grading:
benotet

Type of exam:
Portfolioprüfung

Zugehörigkeit

Faculty:
Fakultät VII

Institute:
Institut für Betriebswirtschaftslehre

Area of expertise:
37321400 FG Marketing

Prüfungsausschuss:
Betriebswirtschaftslehre

Kontakt

Office:
H 95

Contact person:
Talke, Katrin

E-mail address:
No information

Website:

https://www.tu.berlin/marketing/studium-lehre/lehrveranstaltungen

Learning Outcomes

Understanding and influencing consumers’ behavior plays a central role in Marketing. Consumer research addresses problems and issues in Marketing and Consumer Policy. In this course, we provide a description of typical decision making and behavioral patterns of consumers and show how these patterns can be explained and used for marketing actions. Therefore, we discuss psychological processes that play an important role in decision making behavior, such as activation, motivation, emotion, involvement, attitude and information processing. In addition, we illustrate how fundamental decision making theories help predicting consumers’ purchasing decisions and usage behavior. After participating in this course, students know the most important concepts of consumer research. They are able to evaluate research findings critically and can draw conclusions for how to apply them in marketing.

Content

The course encompasses two parts. First, students learn the basic principles of consumer behavior. Then, we discuss cognitive and affective aspects of information processing and show their influence on consumer decision making. Based on research papers, we learn about several of these influencing aspects, such as assortment size, product presentation, emotion-laden contexts and decision sequences. We show how marketers can use consumer behavior insights when planning marketing strategies. Thus, the lecture deals with the explanation and influence of consumer behavior. The second part provides insights on research methods in consumer behavior and their application. Students work in small groups and replicate selected research studies. We teach how to develop research hypotheses, how to design a questionnaire, how to run a study using an online-software, and how to present and critically reflect on the results.

Module Components

Pflichtgruppe:

All Courses are mandatory.

Course Name	Type	Number	Cycle	Language	SWS	VZ
Konsumentenverhalten und Entscheidungsprozesse	IV	72 140 L 8659	WiSe	German	4

Workload and Credit Points

Konsumentenverhalten und Entscheidungsprozesse (IV):

Workload description	Multiplier	Hours	Total
Class attendance	15.0	4.0h	60.0h
Class preparation and follow-up	15.0	8.0h	120.0h
			180.0h(~6 LP)

The Workload of the module sums up to 180.0 Hours. Therefore the module contains 6 Credits.

Description of Teaching and Learning Methods

Lectures and exercises are used as forms of teaching.

Requirements for participation and examination

Desirable prerequisites for participation in the courses:

no information

Mandatory requirements for the module test application:

1. Requirement

Erfolgreicher Abschluss mindestens eines grundlegenden Marketingmoduls (für TU Studierende ABWL1)

Module completion

Grading

graded

Type of exam

Portfolio examination

Type of portfolio examination

100 Punkte insgesamt

Language

German

Test elements

Name	Points	Categorie	Duration/Extent
Exam	50	written	60 minutes
Presentation	50	oral	15 minutes

Grading scale

Notenschlüssel »Notenschlüssel 4: Fak I, Fak VII«

Gesamtpunktzahl	1.0	1.3	1.7	2.0	2.3	2.7	3.0	3.3	3.7	4.0
100.0pt	90.0pt	85.0pt	80.0pt	76.0pt	72.0pt	67.0pt	63.0pt	59.0pt	54.0pt	50.0pt

Test description (Module completion)

The portfolio examination consists of the following elements, adding up to a maximum of 100 credits. The grading follows the joint conversion key of the School of Economics and Management (decision of the school's council dated May 28, 2014 - FKR VII-4/8-28.05.2014).

Duration of the Module

The following number of semesters is estimated for taking and completing the module:
1 Semester.

This module may be commenced in the following semesters:
Wintersemester.

Maximum Number of Participants

The maximum capacity of students is 50.

Registration Procedures

For information on registration please visit marketing.tu-berlin.de.

Recommended literature
Kroeber-Riehl, W. et al. (2008). Konsumentenverhalten, 9. Aufl., München.

Assigned Degree Programs

Semester:

Zeige auch ausgelaufene Studiengänge und StuPOs

This module is used in the following Degree Programs (new System):

	Studiengang / StuPO	StuPOs	Verwendungen	Erste Verwendung	Letzte Verwendung
This module is not used in any degree program.

Miscellaneous

No information

Konsumentenverhalten und Entscheidungsprozesse