ENGLISH

2103 Interkulturelles Konsumentenverhalten

Modulverantwortliche
  • Prof. Dr. Stefanie Wannow
Lehrende
  • Prof. Dr. Stefanie Wannow
Empfohlene Voraussetzungen zur Teilnahme

Basis knowledge in marketing and cultural values

Kurzbeschreibung

Konsumentenverhalten in Theorie und Praxis unter Berücksichtigung kultureller Einflüsse

Inhalte
  • Definitions and models of consumer behavior
  • Individual and social variables that influence consumer behavior (e.g., culture and values, motivation, emotions)
  • Information processing (perception, learning and memory)
  • Consumer decision-making (problem recognition, information search, judgment, post-decision processes)
  • Consumer culture and the globalization of consumption
Qualifikations- und Lernziele

The participants will

- be able to explain which variables drive consumer decisions in each stage of the customer journey

- develop an understanding of the role of culture and its effects on consumer behavior

- improve their ability to discuss the development of a global consumer’s society

- get insights into state-of-the-art research in consumer behavior and learn how to read and interpret research articles from highly ranked marketing journals

- be able to analyze practical marketing problems based on consumer behavior theories and insights and develop effective consumer-oriented solutions

Fachkompetenzen
The students shall acquire in-depth knowledge on classical and current research disciplines in consumer behavior including key concepts, theories and their application in marketing
Methodenkompetenzen (fachlich & überfachlich)
The students shall learn how research designs are developed and statistical methods are applied in advanced consumer research studies. They will also extend their knowledge and skills in how to systematically conduct a literature review for a specific consumer behavior topic
Sozialkompetenzen
The students shall become sensitive to cultural differences in consumer behavior theory on the one hand, and in practical teamwork on the other hand
Selbstkompetenzen
The students shall be able to correctly interpret the theoretical and research parts in advanced consumer behavior studies. They should also improve their abilities to critically reflect on advanced research articles (e.g., in terms of presented theories, limitations, links to related topics etc.)
ECTS-Leistungspunkte (CrP)
  • 6 CrP
  • Arbeitsaufwand 180 Std.
  • Präsenzzeit 60 Std.
  • Selbststudium 120 Std.
Lehr- und Lernformen
  • 4 SWS
  • Seminar
Studiensemester
  • Digital and International Marketing (M.Sc. 2022) - 2. Semester
Dauer
1 Semester
Häufigkeit des Angebots
Einmal im Jahr
Unterrichtssprache
Englisch
Bonuspunkte

Nein

Bonuspunkte werden gemäß § 9 (4) der Allgemeinen Bestimmungen vergeben. Art und Weise der Zusatzleistungen wird den Studierenden zu Veranstaltungsbeginn rechtzeitig und in geeigneter Art und Weise mitgeteilt.

Prüfungsleistungen
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Benotung
Die Bewertung des Moduls erfolgt gemäß §§ 9, ggf. 12 (Teilleistungen), ggf. 18 (Arbeiten, Kolloquien) der Allgemeinen Bestimmungen (Teil I der Prüfungsordnung).
Verwendbarkeit
Gemäß § 5 der Allgemeinen Bestimmungen (Teil I der Prüfungsordnung) Verwendbarkeit in allen Masterstudiengänge der THM möglich.
Literatur, Medien

De Mooij, M.: Consumer Behavior and Culture

De Mooij, M.: Global Marketing and Advertising

Hoyer, W. et al.: Consumer Behavior, International Edition

Kardes, F. R. et al.: Consumer Behavior, Science and Practice

Mittal, B., Avery, J., Kozinets, R., Raghubir, P., Woodside, A.: Consumer Behavior Solomon, M. R. et al.: Consumer Behavior

Usunier, J.-C., Lee, J. A.: Marketing Across Cultures

Rechtliche Hinweise