Consumer Behavior in the Digital Age

(Fall Semester, Lecture)

Data Scientist

 

Abstract:Understanding consumers and how or why they (will) behave the way they do, is a crucial basis for any successful marketing decision and strategy. This course will thus examine current theories and research on the behavior of consumers, with a special focus on consumers’ behavior in the digital world. The goal is to equip students with a set of concepts to consider when faced with a decision that requires an understanding of consumers’ responses to marketing actions.

Instructors:
Prof. Dr. Anne Scherer

Contact:

market-research@business.uzh.ch

Type:
Lecture

Target audience:
BA students, Wahlpflichtbereich Marketing (BWL 4), Wahlbereich OEC

Frequency:
Each Fall Semester

AP(ECTS)-points:
3

Content:

Through a mix of lectures and in-class discussions, students of this course will learn the fundamental concepts, principles and psychological processes underlying consumers’ behavior. The topics covered include, but are not limited to: consumer decision-making, information processing, attitude formation and their impact on marketing. Special attention will also be given to the how and when these concepts and principles translate to the digital consumer.

Language:
English

Prerequisites:

-

Grading:
Final exam, 19.12.2018

Dates and Location:
Wednesday 12:15 – 13:45
Starting 19.9.2018, 19.12.2018.
Location: SOD-1-102
Exam: KOL F 118 and KOL F 104
Please see https://studentservices.uzh.ch

Further information:
www.market-research.uzh.ch

Registration:
Don’t forget to officially register yourself using the registration tools at the University of Zurich.

Note:
The information in the syllabus and on the website support the official information in the electronic university calendar (VVZ – Vorlesungsverzeichnis). In case of doubt, the official information at the VVZ is valid.