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| Semester | fall semester 2024 |
| Course frequency | Every fall sem. |
| Lecturers | Juliano Laran (juliano.laran@unibas.ch, Assessor) |
| Content | We will cover the area of consumer behavior, especially how the mind of a consumer works and how theories of decision making can predict consumers’ decisions. In each class, we will also learn how to apply these theories in the real world, as understanding consumers is key to marketing strategy. 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 students to be able to: (a) explore consumer behavior concepts, (b) develop the ability to apply the theories discussed in class to common marketing problems, and (c) develop skills that are important in managerial positions. |
| Bibliography | Consumer behavior textbook. |
| Admission requirements | The course 23517 Introduction to Marketing should have been passed beforehand. |
| Course application | Registration: Please enroll in the Online Services (services.unibas.ch); Eucor-Students and mobility students of other Swiss Universities or the FHNW first have to register at the University of Basel BEFORE the start of the course 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 can enroll for the course in the Online Services (services.unibas.ch). Applies to everyone: Enrolment = Registration for the course and the exam! |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Course auditors welcome |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| wöchentlich | Monday | 18.15-20.00 | Kollegienhaus, Hörsaal 102 |
| wöchentlich | Tuesday | 12.15-14.00 | Pharmazentrum, Hörsaal 1 |
| wöchentlich | Thursday | 18.15-20.00 | Kollegienhaus, Hörsaal 102 |
| Date | Time | Room |
|---|---|---|
| Monday 16.09.2024 | 18.15-20.00 | - Online Präsenz -, -- |
| Thursday 19.09.2024 | 18.15-20.00 | - Online Präsenz -, -- |
| Monday 23.09.2024 | 18.15-20.00 | Kollegienhaus, Hörsaal 102 |
| Tuesday 24.09.2024 | 12.15-14.00 | Pharmazentrum, Hörsaal 1 |
| Thursday 26.09.2024 | 18.15-20.00 | Kollegienhaus, Hörsaal 102 |
| Monday 30.09.2024 | 18.15-20.00 | Kollegienhaus, Hörsaal 102 |
| Tuesday 01.10.2024 | 12.15-14.00 | Pharmazentrum, Hörsaal 1 |
| Thursday 03.10.2024 | 18.15-20.00 | Kollegienhaus, Hörsaal 102 |
| Monday 07.10.2024 | 18.15-20.00 | - Online Präsenz -, -- |
| Thursday 10.10.2024 | 18.15-20.00 | Zoom, -- |
| Monday 14.10.2024 | 18.15-20.00 | - Online Präsenz -, -- |
| Thursday 17.10.2024 | 18.15-20.00 | Zoom, -- |
| Monday 21.10.2024 | 18.15-20.00 | - Online Präsenz -, -- |
| Modules |
Electives Bachelor Business and Economics: Recommendations (Bachelor's degree subject: Business and Economics (Start of studies before 01.08.2021)) Modul: Aufbau Business (Bachelor's Studies: Business and Economics) Modul: Wahlbereich in Wirtschaftswissenschaften (Bachelor's degree subject: Business and Economics) Module: Business II (Bachelor's Studies: Business and Economics (Start of studies before 01.08.2021)) |
| Assessment format | record of achievement |
| Assessment details | Written exam: tbd |
| 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 |