Consumer Insights

Profile

Term:
Each winter term
Course Format:
2 hours lecture / 2 hours tutorial per week
Time/Place/Material:
See LSF and Moodle
Enrollment Key for Moodle: IMM_2024_25_CI
Exam:
2 hours written exam
Credits:
6 ECTS in Modul Marketing and Strategy according to BSc PO 2015
OR
6 ECTS in Kompetenzbereiche der BWL I - III according to BSc PO 2015
6 ECTS in Modul Marketing, Management & Innovation according to BSc PO 2024
6 ECTS in Praxis des Managements
Exam Date:
06.02.2025
Contact Person:
Niko Dellner

Description

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.

Exam Information:

Exam date and time: Februar 6th 2025, 16:00-18:00h (4 - 6 p.m.)

Exam room: tbd

Duration: 120 minutes

6 ECTS

On-campus exam with open questions (close-book exam; lecture and tutorial material is not allowed)

Registration for exam required through LSF.:

Registration and deregistration period for the winter semester 2024/2025: 09.12.2024 - 10.01.2025