Universität Wien

200118 SE Anwendungsseminar: Arbeit, Wirtschaft und Gesellschaft (2018W)

Markt- und Konsumentenforschung

4.00 ECTS (2.00 SWS), SPL 20 - Psychologie
Continuous assessment of course work

Anwendungsseminare können nur fürs Pflichtmodul B verwendet werden! Eine Verwendung fürs Modul A4 Freie Fächer ist nicht möglich.
Moodle

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).

Details

max. 20 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Friday 12.10. 15:00 - 16:30 Hörsaal E Psychologie, Liebiggasse 5 1. Stock
  • Friday 09.11. 14:00 - 18:00 Seminarraum Psychologie NIG 6.OG A0621A
  • Saturday 10.11. 09:00 - 13:00 Seminarraum Psychologie NIG 6.OG A0621A
  • Friday 23.11. 15:00 - 19:00 Hörsaal A Psychologie, NIG 6.Stock A0606
  • Saturday 24.11. 15:00 - 19:00 Hörsaal B Psychologie, NIG 6.Stock A0610
  • Friday 11.01. 15:00 - 19:00 Hörsaal A Psychologie, NIG 6.Stock A0606
  • Saturday 19.01. 13:15 - 16:30 Hörsaal D Psychologie, NIG 6.Stock A0624

Information

Aims, contents and method of the course

- Introduction Market Research and Consumer Psychology
- Qualitative Market Research
- Costumer-Segmentation and Brandpositioning
- Pricing- and Product Research
- Innovation- and Trend Research
- Costumer Satisfaction

Assessment and permitted materials

Evaluation of individual and group work, final exam

Minimum requirements and assessment criteria

Presence,
Project work in teams,
Participation in group assignments,
Positive final examination

Examination topics

Topics of the presence phases

Reading list

Buber, R. & Holzmüller, H.H. (2009). Qualitative Marktforschung. Konzepte - Methoden - Analyse. Wiesbaden: Gabler.
Fantapié Altobelli, C. & Hoffmann, S. (2011). Grundlagen der Marktforschung. Konstanz: UVK.
Pepels, W. (2013). Marktsegmentierung: Methoden der erfolgreichen Marktsegmentbearbeitung. Düsseldorf: Symposion.

Association in the course directory

Last modified: Mo 07.09.2020 15:37