Buyer behavior and marketing communication (Käuferverhalten und Marketingkommunikation)
| Date: | Winter Semester |
| Registration: |
Through Campus Management |
| Module Language: | German and/or English |
| Types of Classes: | 2 hours of lecture + 2 hours of exercises (per week) |
| Total Workload: | 180 hours |
| Module Duration: | One Semester |
| Exam: | Written exam (90 minutes) |
| Content: | Individual conditions for purchasing processes (knowledge, information processing, learning, consumer goals, emotions, attitudes, personal characteristics); development of needs; typologies of purchasing decisions; purchasing processes and post-purchase behavior; economic conditions; social and cultural influencing factors; marketing and sustainability; methods of consumer research; buyer behavior and the internet; models of the communication process (including the elaboration likelihood model); behavioral foundations for communication strategies. |
| Additional Qualification Goals: | Students understand consumer behavior, which forms the basis for developing marketing and communication strategies. Competitive advantages are achieved by better meeting customer needs than other providers and/or by influencing buyer behavior accordingly. Students have the ability to scientifically investigate the behavior of market participants and, based on the results of empirical consumer and marketing research, develop strategies to influence behavior. They are able to theoretically integrate the findings of international consumer and communication research and evaluate them in terms of their scientific relevance and practical applicability. |