Consumer Behavior

MKT 661 for Master­ Students

General Information

Important note: Due to the current situation regarding COVID-19 the lecture will be held digitally via ZOOM this year. Further information will be provided soon.

Lecturer Guest lecturer
Course Format Compulsory Lecture
Credit Points 2 ECTS
Language English
Grading Written exam
Exam Date 29.05.2020
Kim Riede, M.Sc.

Kim Riede, M.Sc.

Contact person for Consumer Behavior

For further information please contact Kim Riede.

    Course Structure

  • Lecture

    Lecturer Guest lecturer
    First Session 11.05.2020
    Schedule Monday 11.05.2020 3.30 p.m-7.15 p.m. Zoom Live-Meeting
    Tuesday 12.05.2020 3.30 p.m-7.15 p.m. Zoom Live-Meeting
    Wednesday 13.05.2020 3.30 p.m-7.15 p.m. Zoom Live-Meeting

    Further Information

  • Brief Description

    The course examines the key aspects of consumer behavior. It defines consumer behavior as the acquisition, consumption, and disposition of goods, services, time, and ideas by (human) decision making units. Based on this definition important implications for retailing are explored.

    Starting from the Elaboration Likelihood Model, we distinguish between the central and peripheral route of information processing and discuss topics such as decision making and store choice (both high and low involvement).

  • Reader Sale

    The course material will be available for purchase during the first session.