For our specialization, Marketing and Consumer Research, five courses worth 4 ECTS each, have to be completed. There is a mandatory sequence for the courses: course 1 and 2 must be successfully completed before enrolling for courses 3 and 4 is allowed. There is no sequence for course 5 though. Students can complete our specialization in a minimum of two semesters.
All students who want to study our specialization need to apply through the procedure “admission to the SBWL Marketing and Consumer Research”. More information on the admission requirements can be found here.
The general admission requirements of your curriculum are the prerequisites for acceptance in the Marketing and Consumer Research specialization.
All courses in our specialization are held in English.
Missed our presentation at the ÖH SBWL Messe? Please click here to access the presentation slides for more information on our specialization.
Course 1: Consumer Psychology and Behavior (4 ECTS)
Understanding the human being as consumer is at the center of our SBWL. Students of our SBWL will learn about the fundamentals of consumer psychology and behavior. The value of this type of knowledge is timeless and it is relevant for any professional position in a market-oriented business. In course one, students will get an understanding of the psychological processes and concepts that underlie consumer behavior. The topics include, among others: What influences consumers’ decisions (including motivation, attitude, emotions)?, What types of purchase decisions are there? What is the role of social influences on them? Beyond equipping students with key insights on these questions, course one offers a platform to reflect on how this knowledge translates into customer insights in real consumption situations and marketing decision-making.
Course 2: Consumer Touchpoint Management (4 ECTS)
In this course, students will develop a sound understanding of a company’s or organization’s touchpoints with their (prospective) customers along the entire customer journey. Insights about the most important touchpoints are vital. They enable a company to provide value to its customers. Topics covered in this course include the strategic management of brands and marketing communication. Students will, for instance, learn about different brand architectures and strategies, how to position brands, how to measure brand equity and how branding decisions affect consumers. Moreover, students will get acquainted with a wide range of tools and methods to coherently communicate a brand’s or company’s message to consumers. Students will learn how to choose and evaluate communication instruments and contents based on communication objectives and target audience.
Course 3: Research Methods in Marketing (4 ECTS)
This course equips students with a solid knowledge and understanding of common research methods in marketing and consumer research. Students will develop analytical thinking skills, identify research questions, formulate hypotheses, operationalize ways to test them and draw conclusions based on the analysis of the results. The course consists of two parts. Part one covers qualitative research methods, part two covers quantitative research methods. In part one, students will learn how to conduct qualitative research applying methods such as focus groups, in-depth interviews or videography. In part two, students will learn how to design questionnaires and how to prepare, analyze and interpret quantitative data using Microsoft Excel. In both parts, students will learn how to synthesize data into actionable customer insights.
Course 4: Marketing and Consumer Research Project (4 ECTS)
In this course, students get to know how to conduct marketing and consumer research projects. Students get the opportunity to apply their acquired knowledge to realistic and complex scenarios in teams. They are introduced to all different stages of marketing and consumer research projects: designing, conducting, analyzing, and reporting. The course covers a broad range of methods, including qualitative and quantitative approaches. The aim of the project is to provide students with hands-on experience in the field of marketing and consumer research as well as to derive implications for practice and research alike. In this course, generating customer insights is trained along real-world problems in marketing practice.
Course 5: Marketing Insights (4 ECTS)
This course allows students to gain insights into timely topics. The course captures the most current issues in contemporary marketing and consumer research. Hence, its content may change every semester as we invite different international experts from academia and practice to share their knowledge with our students. “Marketing Insights” provides a platform for in-depth and critical discussions of marketing and consumer research questions. It challenges students to apply their customer-centered knowledge to a broader context of real-world problems. Moreover, it adds to their professional training in marketing and consumer research.
Our students can earn bonus points by participating in studies conducted by our faculty (e.g., surveys or experiments). You will get further information from your course lecturers.