Consumer Behavior in the Digital Age

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

Through a mix of lectures, independent study and online quizzes, 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

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Grading:
The examination of the module will take place onsite on the computer. Students need to bring their own computer.

Dates and Location:
Wednesdays 12:15 – 13:45
Location: SOD 1 102  VVZ

Exam: 21.12.2022 (12:30 -13:30) HAH E 11

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

Syllabus:

Syllabus - Consumer Behavior

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.