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62643-01 - Kolloquium: Consumer Behavior: Marketplace Applications 3 KP

Semester Herbstsemester 2022
Angebotsmuster Jedes Herbstsemester
Dozierende Juliano Laran (juliano.laran@unibas.ch, BeurteilerIn)
Inhalt We will cover applications of consumer behavior to managerial practice in the marketplace. In each class, we will (a) study theories of decision making that can be used to predict consumers’ decisions and, most importantly, (b) learn how to apply these theories in day-to-day marketing practice in the real world. Thus, the content is managerially-focused rather than theory-focused.

The research methods we will focus on are experiments and surveys, but we will also have at least one class discussing qualitative methods and their application to understand consumers.

Finally, we will discuss the concepts of consumer perception, motivation, persuasion, decision making, post-decision making (e.g., satisfaction, loyalty), and segmentation.
Lernziele The goals of this course are for you to be able to: (a) explore consumer behavior concepts, (b) develop the ability to apply the theories discussed in class to common marketing problems, from the perspective of marketing managers and public policy makers, and (c) develop a set of skills important to successful performance in managerial positions.
Literatur Marketing practitioner articles (e.g., Harvard Business Review) and cases.
Weblink Workspace on ADAM


Teilnahmebedingungen Recommendation:
If the lecture 31960 Microeconomics and Psychology of Decision Making has not yet been attended, it would be ideal to take the lecture 62650 Behavioral Science this semester.
Anmeldung zur Lehrveranstaltung The number of participants must be limited to 40.
As the course is fully booked (12.09.22, 12.00) all students who register thereafter will be on a waiting list and will be notified by September 20, 10 am if their registration is valid or not.
Registration: Please enrol in your Online Services. EUCOR-Students and students of other Swiss Universities have to enrol at the students administration office (studseksupport1@unibas.ch) before the course starts. Enrolment = Registration for the exam!

Unterrichtssprache Englisch
Einsatz digitaler Medien kein spezifischer Einsatz
HörerInnen willkommen


Intervall wöchentlich
Datum 20.09.2022 – 25.10.2022
Zeit Dienstag, 16.15-20.00 Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Datum Zeit Raum
Dienstag 20.09.2022 16.15-20.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Dienstag 27.09.2022 16.15-20.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Dienstag 04.10.2022 16.15-20.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Dienstag 11.10.2022 16.15-20.00 Uhr - Online Präsenz -, --
Dienstag 18.10.2022 16.15-20.00 Uhr - Online Präsenz -, --
Dienstag 25.10.2022 16.15-20.00 Uhr - Online Präsenz -, --
Module Modul: Business Field: Marketing (Masterstudium: Business and Technology)
Modul: Core Courses in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften)
Modul: Kernbereich Wirtschaftswissenschaften (Masterstudium: Sustainable Development)
Modul: Specific Electives in Business and Economics (Masterstudium: Wirtschaftswissenschaften)
Modul: Specific Electives in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften)
Vertiefungsmodul: Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften (Studienbeginn vor 01.08.2021))
Leistungsüberprüfung Leistungsnachweis
Hinweise zur Leistungsüberprüfung written exam: 25.10.22; 18:15-20:00. WWZ S15: A-H; WWZ S13: K-Z.
An-/Abmeldung zur Leistungsüberprüfung An-/Abmelden: Belegen resp. Stornieren der Belegung via MOnA
Wiederholungsprüfung keine Wiederholungsprüfung
Skala 1-6 0,1
Wiederholtes Belegen beliebig wiederholbar
Zuständige Fakultät Wirtschaftswissenschaftliche Fakultät / WWZ, studiendekanat-wwz@unibas.ch
Anbietende Organisationseinheit Wirtschaftswissenschaftliche Fakultät / WWZ