Foundations of Value Management
Consumers as companies' key stakeholders
Consumers as companies' key stakeholders
Quick Info: Master ׀ Lecture, tutorial ׀ English ׀ Winter term ׀ ECTS 9
Target groupe | Master students (M.Sc.) |
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Format | 2 hours lecture / 4 hours tutorials per week |
Credits | 9 ECTS in "Fachspezifische Grundlagen" according to PStO 2024 |
Rotation | Winter term |
Grading | Written Exam 120 min (current PStO), 150 min (according to PStO 2018)- We offer a review exam in the summer term. Registration via LSF is mandatory. |
Time / Room | Refer to LSF |
Course language | English |
Contact | Lea Rau |
This course deals with current issues and developments in managing value in business. Offering four different perspectives on this topic, the course is held jointly by the Institute for Market-based Management (Prof. Schwaiger), the Institute for Marketing (Prof. Sarstedt), the Institute of Strategic Management (Prof. Tuschke), and the Institute for Innovation Management (Prof. Spanjol).
The Institute for Marketing will highlight consumers’ role as a company’s key stakeholders and focus on the determinants of consumer behavior. Special attention will be paid to the relationship between consumers and companies, as well as to communication tools and contextual factors that influence consumers’ decision-making. Students will gain a broad theoretical knowledge of psychological concepts and models that explain consumer behavior. The theoretical contents are presented with hands-on examples and exercises that allow the students to develop a broad range of consumer-centered communication methods, as well as to independently and critically reflect on the course contents and on how practitioners communicate with consumers.