After successful completion of this course students:

1. have extensive knowledge of the interdisciplinary research area of consumer behavior and its diverse fields of application.
 
2. are able to adequately use the internationally used English terminology.
 
3. understand the dynamic interplay of factors that influence consumer behavior and the resulting complex challenges for marketing practice.
 
4. have gained a sound and theory-based understanding of themselves and others as consumers and can derive adequate action needs (e.g., market research needs, customer journey implications, awareness of ethical challenges, impact analysis requirements) from this reflection.
 
5. are able to conduct effective group work. 
 
6. are able to locate relevant academic and practitioner literature, critically review it, and translate it into recommendations for action.
 
7. are able to understand and present empirical research in a concise and relevant manner.
 
8. are able to analyze audiovisual content and derive deep cross-contextual insights from them.

Each session consists of an integrated blend of lecture and seminar elements. Interactive elements intend to ensure a comprehensive understanding of the topic area and the ability to detect and transfer learned concepts to practice. To achieve this goal, a mixture of workshops, discussions, and hands-on exercises is used.