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

Semester Herbstsemester 2023
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 1. The number of participants must be limited to 40. Students in the major "Marketung and Stretegic Management" (Master of Business and Economics) and students of the Master in Business and Technology will be admitted with high priority.

2. Please register for the course and the subsequent assignment via this link here (https://adam.unibas.ch/goto.php?target=crs_1598666_rcodee9SkMywcgX&client_id=adam) from 01.08.23 - 13.09.23.
Please make sure that you are registered for the fall semester and have paid the semester fees before you register for this course.
Eucor-Students and mobility students of other Swiss Universities or the FHNW first have to register at the University of Basel BEFORE the enrolment deadline and receive their login data by post (e-mail address of the University of Basel). Processing time up to a week! Detailed information can be found here: https://www.unibas.ch/de/Studium/Mobilitaet.html
After successful registration you have access to the enrolment link.

3. You will be notified on 14.09.2023 by Email if you have been admitted to the course or on the waiting list.

4. A deregistration is possible until 21.09.23 at the latest by email to studiendekanat-wwz@unibas.ch.

5. Your registration will be entered in your Online Services only after the official deadline of the course registration period, i.e. after October 16, 2023.

6. The following applies to everyone: enrollment = registration for the exam/assignment! In case of non-participation after registration it will be noted as "nicht erschienen" in the transcript.
Unterrichtssprache Englisch
Einsatz digitaler Medien kein spezifischer Einsatz
HörerInnen willkommen


Intervall Wochentag Zeit Raum
wöchentlich Dienstag 15.15-19.00 Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35


Datum Zeit Raum
Dienstag 19.09.2023 15.15-19.00 Uhr Juristische Fakultät, Pro Iure Auditorium EG.44
Dienstag 26.09.2023 15.15-19.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Dienstag 03.10.2023 15.15-19.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Dienstag 10.10.2023 15.15-19.00 Uhr - Online Präsenz -, --
Dienstag 17.10.2023 15.15-19.00 Uhr - Online Präsenz -, --
Dienstag 24.10.2023 15.15-19.00 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)
Leistungsüberprüfung Leistungsnachweis
Hinweise zur Leistungsüberprüfung written exam: 24.10.23; 18:15-19:45. WWZ S13: A-MA, WWZ S14: ME-Z..

An-/Abmeldung zur Leistungsüberprüfung An- und Abmelden: Dozierende
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