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| Semester | fall semester 2023 |
| 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 | 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. |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Course auditors welcome |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| wöchentlich | Tuesday | 15.15-19.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Date | Time | Room |
|---|---|---|
| Tuesday 19.09.2023 | 15.15-19.00 | Juristische Fakultät, Pro Iure Auditorium EG.44 |
| Tuesday 26.09.2023 | 15.15-19.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 03.10.2023 | 15.15-19.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 10.10.2023 | 15.15-19.00 | - Online Präsenz -, -- |
| Tuesday 17.10.2023 | 15.15-19.00 | - Online Präsenz -, -- |
| Tuesday 24.10.2023 | 15.15-19.00 | - 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) |
| Assessment format | record of achievement |
| Assessment details | written exam: 24.10.23; 18:15-19:45. WWZ S13: A-MA, WWZ S14: ME-Z.. |
| Assessment registration/deregistration | Registration/deregistration: teaching staff |
| 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 |