“Consumer Behaviour“ Course by Univ.-Prof. Dr. Andrea Gröppel-Klein

Prof. Dr. Gröppel-Klein is Chair of Marketing and Director of the Institute of Consumer & Behavioural Research at Saarland University. She is also co-director of the European Institute for Advanced Behavioural Management (EIABM). Since 1991, she was Visiting Professor at the Universities of Stockholm (Sweden), Innsbruck (Austria), Vienna (Austria), Basel (Switzerland), and Valencia (Spain). Prof. Dr. Gröppel-Klein has published more than 200 articles in renowned scientific international and national journals and since 2009 has continued the standard work on consumer behaviour research founded by Kroeber-Riel (deceased 1995) (Kroeber-Riel, W. & Gröppel-Klein, A.: Konsumentenverhalten, 11th edition, 2019). Her research areas include consumer behaviour at the POS, advertising effectiveness research and health and consumer behaviour.

The course “Consumer Behaviour” focuses on consumer behaviour as an interdisciplinary subject that includes psychological, socio-psychological and sociological knowledge in addition to marketing expertise. The psychological processes which underlie the effects of marketing mesearus and its effects on purchasing behavior of consumers are discussed. In addition, students should learn to analyse the extent to which the world of experience and the media environment determine consumer behaviour, as well as to independently derive how future marketing strategies should be designed.

 

M6-1 Consumer Behaviour

The aim of this course is to give an overview of findings of consumer behaviour that are highly relevant to understand consumers ́ responses to Marketing strategies. The course intends to provide inspiration to MBA students when dealing with topics related to consumer behaviour. Also, it intends to give an up-to-date state-of-the-art overview of research on consumer behaviour to students.

 

Student´s voice:
“Exciting experimental examples. Great guest lecture. Professor is highly involved and passionate which shows in and throughout her lecture. Great structure. Builds on contributions from students and great at repeating and drawing lines/connections between previous taught material and current material.” (ST 2019)