Marketing (BWiWi 2.5)

Component 1: Psychological determinants of buyer behaviour

Customers, with their wishes and needs, determine the success of products and services through their purchase or non-purchase behaviour. For the conception of marketing strategies and their implementation in the marketing mix, a dedicated knowledge of human decision-making behaviour is therefore essential. The course focuses on the activating and cognitive processes that precede observable purchasing behaviour. The basics of consumer psychology are taught, as well as specific recommendations for the design of the marketing mix. The course thus provides the framework for understanding purchasing behaviour and for developing effective influencing techniques (social techniques) in marketing.

 

(Kopie 1)

Organisation:

Time: Tuesday, 14-18 h (c.t.)

Location: Seminar room M.14.25

Moodle course: https://moodle.uni-wuppertal.de/course/view.php?id=38572

Start: 15.10.2024

The course "Psychological Determinants of Buyer Behaviour" is read as a four-hour block in the first half of the semester.

Component 2: Environmental determinants of buyer behaviour

The framework conditions for marketing have dramatically intensified in recent years: saturated markets with their qualitatively interchangeable offers and target groups that are less involved, overloaded with information and experience-orientated determine the everyday life of marketing managers. A complex system of environmental variables influences consumers' choice of product and brand as well as their willingness to pay. An understanding of the consumer in his physical, social and media environment is therefore central to the successful derivation, design and execution of strategic and communicative influence attempts.

(Kopie 2)

Organisation:

Time: Tuesday, 14-18 h (c.t.)

Location: Seminar room M.14.25

The course "Umweltbezogene Determinanten des Käuferverhaltens" will be read as a four-hour block in the second half of the semester.

Component 3: Practice of buyer behaviour

In the exercise, important aspects of the lecture are deepened. Students learn to apply the strategies and techniques taught in the lecture to specific and current marketing issues.

(Kopie 3)

Organisation:

Time: Wednesday, 16-20 h (c.t.)

Location: Seminar room M.14.25

Start: 27.11.2024

Mandatory literature

Kroeber-Riel/Gröppel-Klein (2019): Consumer Behaviour, 11th ed., Munich: Vahlen.

Foscht/Swoboda/Schramm-Klein (2017): Buyer behaviour, 6th ed., Wiesbaden: Springer Gabler.

Supplementary literature

Hoffmann/Akbar (2016), Consumer behaviour. Understanding consumer behaviour - designing marketing measures, Wiesbaden: Springer Gabler.

Solomon (2009-2018), Consumer Behaviour: Buying, Having, and Being, Prentice Hall. (8th edition or newer)