Consumer Behaviour

Subject-Specific Competences

• Understand and explain key psychological theories and concepts related to consumer behavior.
• Analyze the influence of social (e.g., groups, families) and cultural factors on consumption patterns.
• Evaluate persuasive strategies and media effects from a psychological perspective.
• Apply consumer psychology to brand management, advertising, product development, and communication strategies.
• Critically assess current consumer behavior trends, including digitalization, sustainability, and ethical issues.
• Interpret the impact of AI and technological innovations on consumer behavior and marketing practices.

Methodological Competences

• Apply relevant frameworks to evaluate marketing strategies and communication effectiveness.
• Conduct case study analysis using structured, psychological approaches.
• Translate psychological insights into actionable marketing and communication tactics.

Self-Competences

• Reflect critically on personal consumer behavior and ethical consumption.
• Develop independent judgment when evaluating marketing practices and their societal impact.
• Demonstrate initiative and responsibility in managing learning tasks and deadlines.

Social Competences

• Work effectively in teams to solve real-world case studies.
• Communicate consumer insights and marketing strategies clearly and persuasively in group settings.
• Resolve conflicts constructively and contribute actively to shared decision-making processes.