Customer Behaviour: Theories and empirical analysis

The master course on customer behaviour takes place in three semester rotation, course-no. 22014. Currently offered in WS 2023/24.

Planned again in SS 2025.

The course consists of a combination of lecture and exercise. Within the exercise groups 30% of the grade will be generated by course-related performances.

The course shows how important the role of customer behaviour is for the formulation and implementation of marketing goals. It can not only carry out a comprehensive examination of new knowledge from behavioral research, but also enables you to get to know tools for collecting and evaluating customer data.

During the introductory event, you will be informed about organizational details of the lecture and the exercises. The introductary event will take place on Wednesday, 18.10.2023 at 12.00 c.t. in H17.

Schedule

Thursday, (block event) start: 26.10.2023

12.00 - 14.00 c.t. (Lecture), W 115

14.00 - 16.00 c.t. (Lecture), DE._2.133

Wednesday, introductory event on 18.10.2023 at 12.00 c.t.

12.00 - 14.00 c.t. (Exercises), H 17

14.00 - 16.00 c.t. (Exercises), H 45

except

Wednesday, 18.10.2023, H 38
Wednesday, 25.10.2023, H 18
Wednesday, 10.01.2024, H 48
Wednesday, 17.01.2024, H 48

Content

Contents of the module:

Theories to explain customer and demand behavior
Methods for collecting market and marketing data
Data analysis method for evaluating market and marketing data

Competences

Competences to be acquired:

Profound understanding of customer and demand behavior
Methodological competence: Collection of market and marketing data
Methodological competence: Analysis and interpretation of market and marketing data You will receive detailed information about the course in the first session in the summer semester.