Consumer Behaviour
Consumer behaviour and the marketing landscape have evolved in exciting ways in recent years thanks to innovative technologies and social changes. The growing importance of sustainability, the impact of social media and the advancement of artificial intelligence offer companies new, creative ways to reach and engage their customers. In order to understand and make the most of these exciting trends, it is important to take a close look at current developments in consumer behaviour.
In their course ‘Consumer Behaviour’, Univ.-Prof. Andrea Gröppel-Klein and Univ.-Prof. Dr. Güliz Ger provide students with insights into the latest findings and methods in marketing. Students will learn how to use this knowledge in a targeted manner in order to operate successfully in a constantly changing world.
Prof. Andrea Gröppel-Klein has been Director of the Institute for Consumer and Behavioural Research at Saarland University since 2006. Since 2015, she has also been Co-director of the European Institute for Advanced Behavioural Management. Her research interests include point of sale research, demographic change and behaviour of older consumers and advertising effectiveness research.
Prof. Dr Güliz Ger has been a professor at Bilkent University in Ankara for over 20 years, in addition to numerous visiting professorships in the UK, France, China, the USA, Australia and Denmark. Prof. Ger is also Director of the Center for Research in Transitional Societies. She is concerned with the socio-cultural dimensions of consumption and markets, particularly in transitional societies/groups and the associated issues of globalisation, modernity and social change.
