Prof. Dr. Franz-Rudolf Esch
The objective of this module is to provide students with both a theoretically sound and practice-oriented perspective on consumer behaviour. Drawing on insights from economic theory, psychology, and sociology, the lecturer develops general models for explaining consumer behaviour. In turn, these models serve as a basis for deriving implications for the design of marketing strategies, tactics and actions. With respect to its omnipresence, the study of consumer behaviour has critical implications for areas such as marketing, public policy and ethics. Furthermore, this module will introduce the principles of Brand Management. The students will learn how to bring a brand to life in the marketplace. It starts with the consumer. The students will learn how to develop a brand plan based on consumer and marketplace needs. This section will be based on consumer insights as well as tools to drive market understanding. The students will learn to use mission, vision and brand positioning in business contexts as well as brand identity frameworks.
Courses within this programme module:
- Consumer Behaviour - Prof. Dr. Hans-Willi Schroiff
- Brand Management