040087 KU Building Blocks of Marketing: Consumer Behavior (MA) (2024S)

In this course, you will explore and discuss how consumers think, feel, and (re)act as buyers. The questions of understanding this behavior and how providers can utilize this knowledge for optimal marketing strategies will be addressed. By the end of this course, you will be able to answer and discuss these questions along with various associated fundamental aspects. You will delve into different types of consumer behavior in various purchasing situations and stages of the decision-making process. Furthermore, you will familiarize yourself with diverse influencing factors that can initiate or impact consumers' purchasing decisions.

This course will provide you with specialized terminology, scientific explanatory approaches, and models of consumer behavior from related foundational disciplines in marketing, especially psychology, sociology, anthropology, as well as communication and cultural studies. Initially, (1) psychological and social determinants of consumer behavior will be covered, followed by (2) considerations of influences from the physical environment and media-mediated effects. Additionally, (3) various application areas, opportunities, and risks (for consumers as well as for marketers and brands) will be examined.

From the acquired knowledge, you will be able to derive implications for marketing practices related to product, store, and communication design, personal sales, and more.

How do consumers think, feel and (re)act when addressed as potential buyers? Which theoretical concepts from psychology, sociology, and various other fields (communication research, culture studies, neuro-science or data sciences etc.) can help marketers to understand consumer decision-making and buying behavior? And: How can marketers use this knowledge to optimize their marketing approach?

After finishing this course, you will be able to (a) respond to these questions comprehensively, and (b) apply your knowledge to specific marketing contexts. You will know different types of consumer purchase decisions and explain the stages of the respective decision-making process. You will know about the various factors influencing consumer buying decisions. Essentially, this course will provide you with the fundamental concepts and scientific models describing consumer behavior. It covers psychological processes, social determinants, cues in the physical environment as well as media communication and influences. The knowledge acquired will help you in developing adequate solutions for product and store design, as well as for various types of communication.

Classes are scheduled on a weekly basis. The course is structured in two parts: In class, we will explore fundamental theoretical concepts and foundations of consumer behavior (sessions 1-10). In groups, you will apply these concepts to specific marketing contexts. Group composition, consisting of 3 or 4 participants, will be determined by the instructor at the beginning of the semester and will remain unchanged throughout the duration of the course. Exam and poster presentations will be conducted in class. The final group report is to be submitted digitally through Moodle upload.