040087 KU Building Blocks of Marketing 1: Consumer Behavior (MA) (2025S)

In this consumer behavior course, you will explore and discuss how consumers think, feel, and (re)act as buyers. In class, we will address questions related to understanding these aspects and how companies can utilize this knowledge for optimal marketing strategies. By the end of the semester, you will be able to answer and discuss these questions along with various associated fundamental aspects.

The 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. 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. Essentially, we will explore psychological and social determinants of consumer behavior and elaborate on influences from the physical environment and media effects.

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.