B321J Consumer Behavior

Lecturer:	Prof. Dr. Oliver Schnittka (University of Southern Denmark)
Course description:	B321J
Language:	English
Recommended for this semester or higher:	5
ECTS-Credits:	6
Course can be taken as part of following programs/modules:	International Economics International Business Administration Economics and Business Administration
Prerequisite for:	---
Prerequisites:	---
Limited attendance:	160 (10 places are reserved for exchange students).
Course Type:	Lecture (3 weekly lecture hours)
Date:	Blocked course: October 19, 2018 from 8 a.m. c.t. - 6 pm October 20, 2018 from 8 a.m. c.t. - 6 pm October 21, 2018 from 8 a.m. c.t. - 12 noon The courses take place in HS 23 Ku (Kupferbau). Please see below for registration details.
Registration:	Limited to 160 participants (10 places are reserved for exchange students). Registration will be on a first-come-first served basis, and will open on Monday, October 1, 2018 at 9 a.m. on ILIAS. Link is announced here.
Downloads:	in ILIAS
Method of Assessment:	Written Exam (60 minutes) Regular date: Friday, November 16, 2018 from 4.30 - 5.30 p.m. st. HS 22 Kupferbau Additional date:
Content:	Comprehensive knowledge of consumer behavior allows marketers to become more effective at making good strategic marketing decisions. Thus, the course provides a comprehensive overview of underlying cognitive processes and outcomes of consumer behavior and how it can be addressed by marketers through effective strategies and actions.
Classification:	Students will acquire knowledge from relevant literature on consumer behavior.The course is designed to provide knowledge of (1) the economical, psychological and sociological foundations of consumer behavior for consumers, (2) the mechanisms of influence that are most likely to lead consumers to change their preferences, beliefs and most important their actual buying behavior, and (3) how to apply these mechanisms in designing persuasive communications.
Literature:	Schiffman, L.G., L.L. Kanuk, and Hansen, H. (2011 or later): Consumer Behavior: A European Outlook 2nd Edition, Prentic Hall Pearson (Chapters 1 to 12 + chapter 15) Fischer, M., Völckner, F., and Sattler, H. (2010). How important are brands? A crosscategory, cross-country study. Journal of Marketing Research, 47, pp. 823-39. Relling, M., Schnittka, O., Sattler, H., and Johnen, M. (2016). Each can help or hurt: Negative and Positive Word of Mouth in Social Network Brand Communities. International Journal of Research in Marketing, 33, pp. 42-58. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, pp. 1-22.