Consumer Insights


Each winter term
Course Format:
2 hours lecture / 2 hours tutorial per week
See LSF and Moodle
Enrollment Key for Moodle: IMM_2022_23_CI
2 hours written exam
6 ECTS in Modul Marketing and Strategy according to BSc PO 2015
6 ECTS in Kompetenzbereiche der BWL I - III according to BSc PO 2015
Exam Date:
See Master plan on the ISC-Homepage
Contact Person:
Nadine Auhuber


The course Consumer Insights focuses on why people buy and consume as well as how they make specific decisions and behave in certain ways. Key questions are: What motivates consumers, what captures their attention, and what retains their loyalty? An examination of different aspects of consumers and their behaviors is given, from their motivations, personalities, knowledge, and attitudes to process by which they make their purchase and consumption decision. Described examples from real cases help to see the relevance of theory in developing the strategy and tactics that create effective marketing programs. Topics and methods of this course have been selected with respect to managerial and personal relevance in a wide range of activities throughout the career.

To reach the learning objectives, several cases and examples will be discussed in the course. Participants will enhance their analytical capabilities and learn efficient problem-solving in consumer research.