Consumer Behavior (UD)

- Develop interdisciplinary knowledge of consumer behavior from the point of view of market oriented companies and end consumers.
- Develop an understanding of basic theoretical foundations, concepts and research findings and capabilities to apply them to solving marketing problems in sustainably and digitally oriented business environments (strong and global competition, technological/digital development, growing sustainability awareness).
- Develop competences for teamwork , for analytical, critical and creative thinking in applying theoretical and empirical insights.
- Extend the knowledge of Marketing principles and build the foundation for later studies of sustainable marketing strategy.
- Competence in searching for and using relevant consumer behavior literature in solving marketing problems.

1. Understanding consumers as a key factor of market success in the contemporary (digital) environment
2. The influence of psychological factors on consumer behavior
2.1 Perception
2.2 Theories of learning and memory
2.3 Motivation and emotions
2.4 Attitudes
2.5 Lifestyle, personality and self-image
3. Decision-making processes
3.1 Classical decision-making models of consumers
3.2 Consumer decision journey in interaction with the digital environment
3.3 Household decision-making process
4. The influence of external factors on consumer behavior
4.1 Culture
4.2 Social and economic factors: subculture and social class
4.3 Interpersonal influences, reference groups and word of mouth
4.4 Diffusion of innovation
5. Ethics and consumer well-being in a sustainable and digitally oriented environment