Module Import 04IM2006 - Digital Consumer Behaviour (DIGIT)

Status: Published
Workload6 ECTS = 180 hrs
Credits, Weight6 ECTS, (n.s.)
Language of Instruction English
Semester (n.s.)
Duration1 Sem.
M/E Elective
Courses
Course No. Type Name MA/EL Workload Credits Contact Hours Selfstudy Group Size
04IM2006-1 Lecture Digital Consumer Behaviour EL 3 ECTS = 90 hrs 3 ECTS 2 hrs/week = 30 hrs 60 hrs 24
04IM2006-2 Seminar Digital Consumer Behaviour EL 3 ECTS = 90 hrs 3 ECTS 2 hrs/week = 30 hrs 60 hrs 24
Learning Outcomes

Students who successfully complete this module have acquired the following knowledge and skills:

  • Know the specifics and the relevance of consumer behaviour in a digital environment
  • Understand how consumers make purchase decisions supported by digital tools
  • Can analyze the underlying psychological constructs for digitally supported purchase decisions
  • Are enabled to design customer engaging mechanisms in digital contexts

Content
  1. Consumer Behavior and Information Technology – An Introduction
    • Introduction
    • Success Factors: The Customer Value Chain
    • Customer Consumption and Decision Process
  2. Essential Constructs of Consumer Behavior
    • Activating processes and psychological conditions
    • Cognitive processes
    • Social processes
    • Predisposing variables
  3. Consumer Behavior in a Digital Environment
    • Customer Delight in an Online Context
    • Customer Empowerment and Engagement
04IM2006-1 - Digital Consumer Behaviour (DIGIT)
  1. Consumer Behavior and Information Technology – An Introduction
    • Introduction
    • Success Factors: The Customer Value Chain
    • Customer Consumption and Decision Process
  2. Essential Constructs of Consumer Behavior
    • Activating processes and psychological conditions
    • Cognitive processes
    • Social processes
    • Predisposing variables
  3. Consumer Behavior in a Digital Environment
    • Customer Delight in an Online Context
    • Customer Empowerment and Engagement
04IM2006-2 - Digital Consumer Behaviour (DIGIT)

The seminar deals with current and varying topics on the research field of "Digital Consumer Behaviour"

Teaching Methods

04IM2006-1 Digital Consumer Behaviour

Interactive dialogue including videos, best-practices, group work and guest lectures

04IM2006-2 Digital Consumer Behaviour

Scientific writing, presentations and discussions

Prerequisites

Basic knowledge in marketing

Examination Methods

04IM2006-1 Digital Consumer Behaviour

Written exam

04IM2006-2 Digital Consumer Behaviour

Research paper and corresponding presentation

Credit Requirements

Successfully passing both, the lecture and the seminar

References

(not specified)

04IM2006-1 - Digital Consumer Behaviour (DIGIT)

Bartl, C./Gouthier, M.H.J./Lenker, M. (2013): Delighting Consumers Click by Click: Antecedents and Effects of Delight Online, in: Journal of Service Research (JSR), 16. Jg., Nr. 3, Special Issue on „IT-Related Service: A Multidisciplinary Perspective“, S. 385-398.

Schiffman, L.G. and Wisenblit, J. (2018): Consumer Behavior, 12th ed., Pearson.

Solomon, M.R. (2016): Consumer Behavior, 12th ed., Pearson.

04IM2006-2 - Digital Consumer Behaviour (DIGIT)

Depends on the chosen topic of the seminar paper

Use of this Module
Responsible / Organizational Unit
Gouthier, Matthias / Institute for Management
Additional Information

(not specified)

04IM2006-2 - Digital Consumer Behaviour (DIGIT)

Interested students have to apply for a participation in the seminar.

The exam consists of a research paper and a corresponding presentation

Last change
Apr 24, 2018 by Frey, Johannes
Last Change Module
Oct 5, 2018 by Frey, Johannes