• Knowledge about and understanding of theories and analytical methods around consumer culture, psychology and behaviors
• Knowledge about and understanding of heterogeneity within a consumer market and factors influencing the formation of consumer cultures across markets
• Knowledge about and understanding of consumer behaviors and their motivational drivers
• Knowledge about and understanding of the relationship between consumer behaviors and marketing strategy
• Skills for designing a survey and collecting primary data by applying selected theories
• Skills for analyzing primary and/or secondary data by defining the role of variables that explain selected theoretical concepts
• Skills for identifying a consumer segment and developing a market communication and branding strategy to target it
• Competences to formulate a research question
• Competences to design an empirical study by critically selecting and combining appropriate theories and methods to address the selected research question
• Competences to interpret and communicate results of the empirical study

Consumers increasingly expect to be addressed and met on their own terms. This can only be achieved if businesses can handle complex insights into culturally diverse subgroups (segments) of consumers and their behavior across the global market place. The identity formation and thereby value formation of modern consumers are becoming increasingly complex due to their belongings to various local, national and global communities accessible via contemporary media technologies and the world-wide web. This implies that the key challenge to develop a successful marketing and communication strategy is to obtain a systematic understanding of the complex consumer segments and a decision-making mechanism of their preferences and choice of consumption behaviors.

The same applies to the policy making. For example, to overcome a challenge like the Covid-19 crisis, but also e.g., the long-term crisis on climate change, a socially responsible behavior is required. However, individuals’ attitudes to a crisis may substantially differ, and manifest itself in different behaviors. Therefore, a modern policy maker needs to differentiate messages suitable for respective target segments and seek to optimize their potential effects on the citizens’ responsible behaviors.

The course reviews theoretical concepts from three aspects: 1) market segmentation addressing heterogeneity within-market and homogeneity across-markets; 2) consumers' psychology addressing personal values, beliefs and norms, and their relations with their attitudes and behavioral choices in our contemporary society; and 3) consumers' perception and cognition of various marketing stimuli.

The course will support students to design an empirical study by selecting (or combining) appropriate methods relevant to an identified research issue.

For example:

• For investigating values, norms, beliefs and attitudes held by diverse consumer segments, the students will acquire skills for exploring state-of-the-art international survey databases such as the European Social Survey, but also secondary consumer data collected in collaboration with selected industries such as beauty-care industry and tourism industry.
• For understanding consumers' identities and values relevant to a specific product choice as well as consumers' perception and cognition of a specific marketing stimulus; the students will acquire skills for designing a survey to collect primary data. Subsequently, they will also learn how to process and analyze the collected data

Expected literature (theories):

• Kotler, Philip & Keller, Kevin Lane (2015)  Marketing Management, Global Edition, United Kingdom: Pearson Education M.U.A.
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• Craig &Douglas (2005) Beyond national culture: implications of cultural dynamics for consumer research, International Marketing Review, Vol23-3, 322-342
• Cleveland & Laroche (2007) Acculturation to the global consumer culture: Scale development and research paradigm. In Journal of Business Research Vol. 60.  
• Stern, P. C., T. Dietz, T. Abel, G. A. Guagnano, and L. Kalof. 1999. “A Value-Belief-Norm Theory of Support for Social Movements: The Case of Environmentalism.” Human Ecology Review 6 (2): 81–97.
• Stern, Paul C., Linda Kalof, Thomas Dietz, and Gregory A. Guagnano. 1995. “Values, Beliefs, and Proenvironmental Action: Attitude Formation Toward Emergent Attitude Objects.” Journal of Applied Social Psychology 25 (18): 1611–36.
• Ajzen, I. (2011), The theory of planned behaviour: Reactions and reflections. Psychol. Heal. 26, 1113–1127. 
• Markus, H.R. & Kitayama, S. (2010) Cultures and Selves: A Cycle of Mutual Constitution. In Perspectives on Psychological Science 5(4) 420-430
• Schwartz, Shalom H. (2012) An Overview of the Schwartz Theory of Basic Human Values. Online Readings in Psychology and Culture, International Association for Cross-Cultural Psychology.
• Inglehart, R. & Baker, W.E. (2000) Modernization, cultural change, and the persistence of traditional values. In American Sociological Review, Vol. 65  
• Belk (2013) Extended Self in a Digital World, Journal of Consumer Research Vol 40, 477-500
• Bavel et al. (2020) Using Social and Behavioral Science to support Covid-19 pandemic response, Nature Human Behavior Vol4, 460-477

Expected materials (methods):

• European Social Survey https:/​/​www.europeansocialsurvey.org/​
• Homburg, C: et al. (eds), (2020) Handbook of Market Research,
  DOI 10.1007/​978-3-319-05542-8_6-1
• Sarstedt, M. & Mooi, M. (2014) A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. 
• Snow, J. (2018). The Complete Research Suite: A step-by-step guide to using Qualtrics. Chapter 1 and 3. Retrieved on: 23.08.2018.