Most marketing actions are aimed at consumers. Without an understanding of the consumer, these actions are unlikely to yield the desired outcomes.

This course utilizes psychological perspective to build consumer understanding. Throughout the course students will get insights into how consumers’ perception work, how they make decisions, what role emotion and motivation play in consumer behavior and much more.

During the course students will not only gain theoretical knowledge, but learn how companies apply consumer psychology in practice, and try out applying these methods themselves.

Overall, the course provides frameworks that enable students to gain better understanding of consumers responsibly, systematically, practically and creatively.

After successful completion of this course students:

1. have extensive knowledge of the interdisciplinary research area of consumer behavior;

2. understand the dynamic interplay of factors that influence consumer behavior and the resulting complex challenges for marketing practice;

3. have gained a rich knowledge of common and contemporary practical applications of consumer psychology principles in practice;

4. will have experience of operationalizing and implementing theoretical consumer psychology insight into practice themselves;

5. have gained a sound theory- and practice-based understanding of themselves and others as consumers, and can derive adequate actions needed (e..g. market research needs, customer journey implications, awareness of ethical challenges, impact analysis requirements) from this reflection.

As this is a highly interactive course, regular attendance and in-class participation are expected. Students are expected to communicate necessary absences such as due to illness in advance and to be present during the exams. 

Each session consists of an integrated blend of lecture and seminar elements. Interactive elements intend to ensure a comprehensive understanding of the topic area and the ability to detect and transfer learned concepts to practice. To achieve this goal, a mixture of workshops, discussions, and hands-on exercises is used.

Marks will be awarded for the following components:

20% In-Class Group Presentation

30% Individual Assignment

50% Exams (25% midterm & 25% final exam)

0 - 59 points: failed (5)

60 - 69 points: sufficient (4)

70 - 79 points: satisfactory (3)

80 - 89 points: good (2)

90 - 100 points: excellent (1)

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