The participants acquire psychological skills and knowledge about consumer behavior in the intercultural context and learn about the environmental conditions and their impact on consumers. As a result of this course, students shall be able to apply their knowledge in a field setting. Therefore they have to conduct field research and information processing through the elaboration of communication and merchandising strategies. The module focusses on the following areas:- environmental determinants of consumer behavior
- decision behavior of consumers
- adaption of marketing strategies to the consumer behavior
- descriptions of general conditions of the environment
- trends concerning consumer behavior
- evaluation of developments of research trends in consumer behavior
- coordination of communication concepts with consumer behavior
- how to analyse the behavior of customers and the interaction between companies and consumers
further information on business department website
Technische Hochschule Mittelhessen - University of Applied Sciences - Wiesenstraße 14 - 35390 Gießen - 0641 309-0 -