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Digitalisation has fundamentally changed marketing in recent years making it more dynamic and customer-oriented. In addition, the accessibility of customers has increased enormously and there are many new marketing platforms. A general overview of consumer behaviour and an understanding of marketing strategies are required in order to know how to use these correctly. All these aspects will be taught to students in the course run by Univ.-Professor Andrea Gröppel-Klein from today.

Prof. Andrea Gröppel-Klein has held the Chair of Business Administration, in particular Marketing and Director of the Institute for Consumer and Behavioural Research at Saarland University since 2006. Since 2015, she has also been Director of the Europa Institute’s Economics Section. Her research interests include point of sale research, demographic change and behaviour of older consumers and advertising effectiveness research.