Degree program: BSc Business Administration
This course covers the advanced aspects of consumer behavior and individuals' decision making. Students get to know the basic psychological processes of consumer behavior and understand the influences on customers' decisions. Furthermore, they learn methods to investigate the individuals' decisions and consumer behavior and apply the findings to managerial practice. The goal of the lecture is to enable the students to measure and evaluate consumer behavior in order to be able to identify opportunities to influence consumer decision by applying the appropriate marketing instruments.