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Lehrende: Sara Alida Volkmer
Veranstaltungsart:
Seminar
Orga-Einheit: Corporate Management & Economics
Anzeige im Stundenplan:
Marketing II
Semesterwochenstunden:
3
Credits:
6,0
Hinweis: In Ihrer Prüfungsordnung können abweichende Credits festgelegt sein.
Standort:
Campus der Zeppelin Universität
Unterrichtssprache:
Englisch
Min. | Max. Teilnehmerzahl:
8 | 24
Prioritätsschema: Standard-Priorisierung
Inhalte:
Marketing II (Consumer Behavior)
“At just about every moment of our lives, we engage in some form of consumer behavior. When we watch an ad on TV, send a text message to friends about a movie we just saw, brush our teeth, go to a ballgame or to a beach party, visit a website on the Internet, downloading a new CD, or even throw away a pair of shoes, we are behaving as a consumer. Being a consumer reaches into every part of our lives.” (Hoyer et al. 2013, Preface, page 13.)
This course focuses on understanding the major factors underlying consumer behavior. We explore theories and models of consumer behavior and learn to use them to better understand and predict how consumers will respond to marketing actions. We discuss activating and cognitive processes as mechanisms that lead to changes in preferences, beliefs and actual buying behavior. The lectures focus on:
- Basics of consumer behavior research
- Determinants of consumer behavior
- Activating processes
- Cognitive processes
- Purchase decision as a process
Lernziele:
- Learn about important psychological and sociological concepts and theories.
- Be able to analyze and critically discuss the main assumptions and components of consumer buying behavior.
- Understand real-world consumer behavior problems.
- Be able to apply theories and models of consumer behavior to real-world management cases.
- Be able to apply this knowledge to measure consumers’ beliefs, attitudes, intentions and behavior.
Weitere Informationen zu den Prüfungsleistungen:
Grading will be based on:
- Presenting and discussing the results of the experiment in class (30%)
- Documenting the project work in a written report (70%)
The report should not be longer than 15 pages, doubles-spaced, Calibri font, 11 point size (excluding cover pages, table of contents, appendix material).
Literatur:
- Blackwell, R. D.; F. Engel; P. W. Miniard (2006): Consumer Behavior, Manson, Thomson/South-Western.
- Peter, J. P.; J. C. Olson (2010): Consumer Behaviour & Marketing Strategy, Irwin McGraw-Hill, Boston.
- Schiffman, L. G.; L. L. Kanuk; J. Wisenblit (2010): Consumer Behavior, Prentice Hall, Upper Saddle River.
- Solomon, M.; G. Bamossy; S. Askegaard; M. K. Hogg (2010): Consumer Behaviour – A European Perspective, Prentice Hall, Harlow.
Modulbeschreibung:
The first part of the course consists of lectures that provide an overview of theories and models of consumer behavior (as described above).
The second part of the course consists of group work:
Students carry out a team project in which they select a consumer issue or problem, propose and carry out a study to examine this issue/problem, discuss their findings in class and provide a written report. The chosen topic should meet the following requirements:
- It should be a consumer behavior phenomenon related either to the acquisition, consumption or disposal of a product or service. It can be a pre-purchase phenomenon, a purchase phenomenon, a post-purchase phenomenon, or a combination of these. It can also focus on reducing consumption (e.g., of cigarettes, sugary soft-drinks, texting while driving).
- It should have managerial or public policy relevance. That is, it should increase our understanding of an aspect of consumer behavior in ways that can benefit firms and/or consumers.
- It should be feasible which means that students should be able to study the issue within the confines of a semester.
Example of project topics (students need to come up with their own project ideas):
- Effect of music in advertising: Examine the effects of obscure music versus pop music on advertising recall. Develop an experiment in which a car ad is paired with different types of music and a control condition with no music.
- Consumer reactions to product placements: Examine how consumers' reactions to product placements in movies depends on the characteristics of the movie. Show people fragments from either "The Matrix" or "Charlie's Angels", both of which included Nokia cell phone placements, then record people's impressions of Nokia as well as their direct reactions to these placements in an experiment.
- Anti-smoking appeals: Examine consumers' reactions to anti-smoking ads using fear-appeals or humor-appeals. Determine which appeals are most effective for particular demographic segments.
The project will proceed in several stages:
- Form groups of 2 or 3 students and discuss ideas for a team project.
- Develop a brief research proposal describing the issue or topic the group would like to study. The proposal should be no more than two type-written pages.
- Conduct a literature search looking into peer-reviewed journal articles. The brief review should provide students with the hypotheses or ideas how to carry out the empirical project. Locate at least 5 relevant sources. Develop the research design and choose adequate research instruments as well as stimuli.
- The draft research design and instruments (questionnaires and interviews) are then discussed in class.
- Conduct the project, tabulate and analyze the data, and make a power point presentation to present the results in class.
- Write up the final report.
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