Trends in Consumer Behavior (E)
level of course unit
Learning outcomes of course unit
At the end of this course, students will be able to understand and spot trends in consumer behavior. They will know how to analyze consumer behavior in different socio-economic contexts. Beyond, they will be able to discuss the implications on marketing and to apply trends to the marketing of an actual product or service.
prerequisites and co-requisites
The course provides an in-depth knowledge and understanding of the most recent contemporary theoretical, practical, and societal trends within consumer behavior as well as their implications on marketing strategies. It introduces current trends that will be analyzed by groups, presented and discussed in class. Moreover, it focuses on the application of trends to marketing strategies.
recommended or required reading
Bamossy, Gary J., and Michael R. Solomon. Consumer behaviour: A European perspective. Pearson Education, 2016.
Sethna, Zubin, and Jim Blythe. Consumer behaviour. Sage, 2016.
Various Journal articles
assessment methods and criteria
Group work (presentation, paper)
Active course participation (case studies & discussions)
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
Mixture of lectures, student-led teaching, group projects and case studies
semester/trimester when the course unit is delivered
name of lecturer(s)
Prof. (FH) Dr. Kristina Kampfer
course unit code
type of course unit
mode of delivery