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| Semester | fall semester 2022 |
| Course frequency | Every fall sem. |
| Lecturers | Juliano Laran (juliano.laran@unibas.ch, Assessor) |
| Content | 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. |
| Learning objectives | 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. |
| Bibliography | Marketing practitioner articles (e.g., Harvard Business Review) and cases. |
| Weblink | Workspace on ADAM |
| Admission requirements | 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. |
| Course application | 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! |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Course auditors welcome |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| wöchentlich | Tuesday | 16.15-20.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Date | Time | Room |
|---|---|---|
| Tuesday 20.09.2022 | 16.15-20.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Tuesday 27.09.2022 | 16.15-20.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Tuesday 04.10.2022 | 16.15-20.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Tuesday 11.10.2022 | 16.15-20.00 | - Online Präsenz -, -- |
| Tuesday 18.10.2022 | 16.15-20.00 | - Online Präsenz -, -- |
| Tuesday 25.10.2022 | 16.15-20.00 | - Online Präsenz -, -- |
| Modules |
Module: Business Field: Marketing (Master's Studies: Business and Technology) Module: Core Competences in Economics (Master's Studies: Sustainable Development) Module: Core Courses in Marketing and Strategic Management (Master's Studies: Business and Economics) Module: Specific Electives in Business and Economics (Master's Studies: Business and Economics) Module: Specific Electives in Marketing and Strategic Management (Master's Studies: Business and Economics) Specialization Module: Marketing and Strategic Management (Master's Studies: Business and Economics (Start of studies before 01.08.2021)) |
| Assessment format | record of achievement |
| Assessment details | written exam: 25.10.22; 18:15-20:00. WWZ S15: A-H; WWZ S13: K-Z. |
| Assessment registration/deregistration | Reg.: course registration, dereg: cancel course registration |
| Repeat examination | no repeat examination |
| Scale | 1-6 0,1 |
| Repeated registration | as often as necessary |
| Responsible faculty | Faculty of Business and Economics , studiendekanat-wwz@unibas.ch |
| Offered by | Faculty of Business and Economics |