Consumer Behavior and Research (DLMBCBR)

Module Title: Consumer Behavior and Research

Module No.:


Semester / Term:



Minimum of 1 Semester

Module Type(s):


Regularly offered in:


Workload: 300 h

Credit Points: 10

Admission Requirements:


Language of Instruction:


Contributing Courses to Module:


Self-study: 180 h
Self-examination: 60 h
Tutorials: 60 h

Course Coordinator(s) / Tutor(s):

Please see the current list of tutors on the Learning Management System.

Module Director:

Prof. Dr. Claudia Bornemeyer

References to Other Programs:

• Master of Business Administration (MBA-60/90)
• Master Marketingmanagement (MM-60/120)
• Master General Management (GM-120)

References to Other Modules in the Program:

• International Management
• Sales, Pricing and Brand Management

Qualification and Educational Objectives of the Module:

In a global economy characterized by greater competition, companies operating internationally need comprehensive market-driven strategies to survive in the market place. In order to design these strategies, companies need to first understand their markets and customers. Understanding the customers and their buying behavior is essential in order to develop an effective marketing and communication strategy. The study of consumers helps organizations to communicate with and target their customers effectively. Students learn about the purchasing process of consumers and the factors influencing consumer behavior. They develop a deeper understanding of the psychological aspects around consumer decision making.

Market research is needed to ensure that we generate real marketing data regarding the consumer behavior and purchase decision-making in order to make marketing decisions. Students will be introduced to different research methods and the research process. They will develop an understanding of how to generate research data for managerial decisions and learn to take a critical view at the data and effectively communicate research results.

Course Content of the Module:

Students will become familiar with the influences around the consumer decision making process. They will understand what external and internal factors affect the consumer decision process. This module will explain how research is essential in order to understand the customer and formulate a sound marketing and communication strategy. It educates students about the research process as well as about the different research methods available.

Teaching Methods:

See the contributing course outline(s)


See the contributing course outline(s)

Percentage of the Module Grade Relative to the Final Grade for the Program:


Prerequisites to Qualify for Assessment:


See course outline(s)

Exam, 180 min (100%)