International

Consumer Behavior(E)

level of course unit

First Cycle

Learning outcomes of course unit

After completing the course, students will be able to
- Describe and analyse consumer behaviour in high involvement and low involvement situations
- Understand the role of motivation in consumer decision making processes
- Understand the impact of culture on consumer perception and behaviour
- Distinguish different types of group influences and opinion leadership
- Understand the impact and the change in social class and the measurement of social class
- Be able to analyse current advertising examples with regard to their intent to respond to different attitudes and to change consumer attitudes

prerequisites and co-requisites

Accredited students of University of Applied Sciences of Kufstein and International Program

course contents

Perception
Motivation, values and involvement
Attitudes and attitude change
Decision making
Group influences
Social class
Cultures and subcultures

recommended or required reading

Solomon, Bamossy, Askegaard & Hogg: Consumer Behaviour: A European Perspective, FT Prentice Hall

assessment methods and criteria

Individual assignment

language of instruction

English

number of ECTS credits allocated

3

planned learning activities and teaching methods

Mixture of lectures, student-led teaching, group projects and case studies

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Dr. Katrin Horn

year of study

First cycle

recommended optional program components

non

course unit code

IP_SS

type of course unit

integrated lecture

mode of delivery

Face to Face

work placement(s)

Not applicable.

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