Information on individual educational components (ECTS-Course descriptions) per semester

Degree programme: Bachelor International Business Administration Part-time
Type of degree: FH Bachelor´s Degree Programme
Summer Semester 2022

Course unit title Consumer Behaviour
Course unit code 025007045011
Language of instruction English
Type of course unit (compulsory, optional) Elective
Semester when the course unit is delivered Summer Semester 2022
Teaching hours per week 1
Year of study 2022
Number of ECTS credits allocated First Cycle (Bachelor)
Number of ECTS credits allocated 2
Name of lecturer(s) Americo DA CONCEICAO MATEUS

Prerequisites and co-requisites

Business students in their third year of studies Marketing basics

Course content

The course provides a general understanding of consumer/buyer behavior. The student becomes familiar with models and theories of social sciences related to consumer behavior. The background marketing paradigms of the course are Marketing Management and Relationship Marketing.

Learning outcomes

Students learn to recognize the personal, psychological, social and cultural factors influencing buyer behavior. They will also become familiar with buying decision processes both in b-to-c and in b-to-b marketing. The application of market segmentation and targeting will also be discussed.

Planned learning activities and teaching methods

Interactive lecturing Group works

Assessment methods and criteria

Small group works: 40 % of final grade Written exam 60 % of final grade


Not applicable

Recommended or required reading

Kotler, P.: Marketing Management, Chapters 7,8 and 9, The Millenium Edition, Prentice Hall, New York Desmond, J.: Consuming Behaviour, 2003, Palgrave, New York

Mode of delivery (face-to-face, distance learning)