EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

Evaluation
Exam
Consumer Behaviour
Semester Hours per week ECTS
Fall 2 4
Learning Outcomes / Course Objectives
Upon completion of the course the student will be able to:
• understand the psychological impact factors on the process of buying decision
• illustrate the role of attitudes and emotions
• explain the process of information processing of clients and customers
• develop effective segmentations approaches
• apply the principles of consumer behaviour for the development of point-of-sale
and point-of-touch
Prerequisites/Level
None
Course Description
The course will cover the following topics:
• Sector-specific differences
• Marketers vs. consumers point of view
• Consumer behaviour: point of sale
• Consumer perception and consumers
• Consumer motivation and values
• Social and cultural influence on consumer behaviour
• Consumer typology
• Current influences on consumer behaviour
Literature
Ebster, Claus (2011). Course Package Consumer Behavior (will be made available online)
Ebster, Claus & Garaus, Marion (2011). Store Design and Visual Merchandising: Creating
Store Space That Encourages Buying. Business Expert Press; ISBN-13: 978-1606490945
Teaching Methods
Lectures, exercises, course project
Evaluation
Exam, project
Market Intelligence and Marketing Metrics
Semester Hours per week ECTS
Fall 2 4
Learning Outcomes / Course Objectives
Upon completion of the course the student will be able to:
• define key-performance indicators
• describe and analyse key indicators
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