Trends in Consumer Behavior (E)

level of course unit

first cycle

Learning outcomes of course unit

At the end of this course, students will be able to understand and spot trends in consumer behavior. They will know how to analyze consumer behavior in different socio-economic contexts. Beyond, they will be able to discuss the implications on marketing and to apply trends to the marketing of an actual product or service.

prerequisites and co-requisites


course contents

The course provides an in-depth knowledge and understanding of the most recent contemporary theoretical, practical, and societal trends within consumer behavior as well as their implications on marketing strategies. It introduces current trends that will be analyzed by groups, presented and discussed in class. Moreover, it focuses on the application of trends to marketing strategies.

recommended or required reading

Bamossy, Gary J., and Michael R. Solomon. Consumer behaviour: A European perspective. Pearson Education, 2016.
Sethna, Zubin, and Jim Blythe. Consumer behaviour. Sage, 2016.
Various Journal articles

assessment methods and criteria

Group work (presentation, paper)
Active course participation (case studies & discussions)

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


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


name of lecturer(s)

Prof. (FH) Dr. Kristina Kampfer

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)


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