This course introduces students to selected, advanced topics in Marketing and Consumer Behavior. It covers (1) how individual (internal) and social (external) factors influence buying decisions in B2C and B2B markets; and (2) how managers can capitalize on these influences by developing appropriate marketing actions. The learning method employed comprises 2 pedagogical components:

1. Encourage self-development of the essential knowledge basis through the scientific method - students must think critically about what they learn in class, derive relevant implications for marketing practice and test these implications through marketing research;

2. Consolidate acquired knowledge by employing it in the analysis of the marketing actions (and outcomes) of real companies and the development of own marketing management activities. Class format includes interactive lecturing and the presentation of marketing research and cases. Students are expected to prepare for classes in advance and actively participate in presentations and discussions.