040087 KU Building Blocks of Marketing 1: Consumer Behavior (MA) (2025S)
Continuous assessment of course work
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Summary
Registration/Deregistration
Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
- Registration is open from Mo 10.02.2025 09:00 to Tu 18.02.2025 12:00
- Registration is open from We 26.02.2025 09:00 to Th 27.02.2025 12:00
- Deregistration possible until Fr 14.03.2025 23:59
Registration information is available for each group.
Groups
Group 1
max. 50 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
Please note: This is a course with continuous assessment. Your attendance in the course sessions is mandatory, and your participation constitutes an essential component of course engagement and performance evaluation. Excused absences of up to a maximum of 2 sessions are permissible; however, exceeding this limit will preclude the successful completion of this continuously assessed course. Attendance in the first session is a compulsory prerequisite for participation in the course this semester.
- Tuesday 04.03. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 11.03. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 18.03. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 25.03. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 01.04. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 08.04. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- N Tuesday 29.04. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 06.05. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 13.05. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 20.05. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 27.05. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 03.06. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 10.06. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 17.06. 09:45 - 11:15 Digital
- Tuesday 24.06. 09:45 - 11:15 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Minimum requirements and assessment criteria
The overall performance of the course participants es evaluated on the basis of the three partial contributions; a minimum of overall 50% being required for passing the course. The assessment of the overall performance of the participants is based on the following key:
1 ≥ 87.5%
2 ≥ 75 %
3 ≥ 62.5%
4 ≥ 50 %
5 < 50%Please note: This is a course with continuous assessment. Your attendance in the course sessions is mandatory, and your participation constitutes an essential component of course engagement and performance evaluation. Excused absences of up to a maximum of 2 sessions are permissible; however, exceeding this limit will preclude the successful completion of this continuously assessed course. Attendance in the first session is a compulsory prerequisite for participation in the course this semester.
1 ≥ 87.5%
2 ≥ 75 %
3 ≥ 62.5%
4 ≥ 50 %
5 < 50%Please note: This is a course with continuous assessment. Your attendance in the course sessions is mandatory, and your participation constitutes an essential component of course engagement and performance evaluation. Excused absences of up to a maximum of 2 sessions are permissible; however, exceeding this limit will preclude the successful completion of this continuously assessed course. Attendance in the first session is a compulsory prerequisite for participation in the course this semester.
Group 2
max. 50 participants
Language: German
LMS: Moodle
Lecturers
Classes (iCal) - next class is marked with N
- Tuesday 04.03. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 11.03. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 18.03. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 25.03. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 01.04. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 08.04. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- N Tuesday 29.04. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 06.05. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 13.05. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 20.05. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 27.05. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 03.06. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 10.06. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 17.06. 11:30 - 13:00 Digital
- Tuesday 24.06. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Minimum requirements and assessment criteria
The overall performance of the course participants es evaluated on the basis of the three partial contributions; a minimum of overall 50% being required for passing the course. The assessment of the overall performance of the participants is based on the following key:
1 ≥ 87.5%
2 ≥ 75 %
3 ≥ 62.5%
4 ≥ 50 %
5 < 50 %
1 ≥ 87.5%
2 ≥ 75 %
3 ≥ 62.5%
4 ≥ 50 %
5 < 50 %
Information
Aims, contents and method of the course
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.
Assessment and permitted materials
Class attendence and active participation are expected. The overall performance of the course participants es evaluated on the basis of following partial contributions (a minimum of overall 50% being required for passing the course):
(1) Contributon 1 - Active class participation (10%)
(2) Contribution 2 - Prepare & present one course unit as a group (35%)
(3) Contribution 3 - Open-book Exam (online in class) (45%)
(4) Contribution 4 - Group-case: Prepare & present Poster on the case in open-space format (10%)For the online-in class, open-book exam, you are allowed to use all instructional materials provided in the Moodle course. The textbook may be utilized in digital format. However, AI tools are NOT (!) permitted during the exam.For partial contributions 2 and 4, the use of generative artificial intelligence tools (such as chatGPT or for image creation, etc.) is permitted. Declaration of the tool used is required, if applicable. Please note: You assume full responsibility for the accuracy of the submitted content and compliance with all legal requirements (including copyright, etc.) when utilizing AI tools.
(1) Contributon 1 - Active class participation (10%)
(2) Contribution 2 - Prepare & present one course unit as a group (35%)
(3) Contribution 3 - Open-book Exam (online in class) (45%)
(4) Contribution 4 - Group-case: Prepare & present Poster on the case in open-space format (10%)For the online-in class, open-book exam, you are allowed to use all instructional materials provided in the Moodle course. The textbook may be utilized in digital format. However, AI tools are NOT (!) permitted during the exam.For partial contributions 2 and 4, the use of generative artificial intelligence tools (such as chatGPT or for image creation, etc.) is permitted. Declaration of the tool used is required, if applicable. Please note: You assume full responsibility for the accuracy of the submitted content and compliance with all legal requirements (including copyright, etc.) when utilizing AI tools.
Examination topics
The examination will cover the cited literature, particularly the contents of the textbook discussed in the course, as well as selected articles from scholarly journals that are part of the course material.The examination will take place digitally in the lecture hall in an open-book format.Participants are allowed to use the textbook, articles, and handouts related to the course. Online access is permitted for official statistics such as Statistik Austria, EUROSTAT, STATISTA, and u:search. Any additional materials or aids beyond these specified sources must not be used during the exam.
Reading list
Textbook:
Solomon, Michael R. (2016): KONSUMENTENVERHALTEN, 11. (aktualisierte) Auflage, Verlag Pearson.(Note: An English version of the textbook is available: Solomon, Michael R. (2019): Consumer Behavior. Buying. Having. & Being. 13th (Global) Edition, Pearson.)In addition, scientific articles related to central topics will be provided, accessible online through Moodle.For more details, go to: https://marketing.univie.ac.at/studium/master/lehrveranstaltungen/
Solomon, Michael R. (2016): KONSUMENTENVERHALTEN, 11. (aktualisierte) Auflage, Verlag Pearson.(Note: An English version of the textbook is available: Solomon, Michael R. (2019): Consumer Behavior. Buying. Having. & Being. 13th (Global) Edition, Pearson.)In addition, scientific articles related to central topics will be provided, accessible online through Moodle.For more details, go to: https://marketing.univie.ac.at/studium/master/lehrveranstaltungen/
Association in the course directory
Last modified: Mo 03.03.2025 20:05