Information about customer behaviour is an essential prerequisite for the efficient use of marketing instruments. The lecture ‘Sustainability Transformation Management’ imparts knowledge about buyer behaviour as well as skills for solving market research tasks.
The following topics are covered in detail:
- Buyer behaviour and marketing research in the system of marketing,
- Purchasing behaviour of consumers,
- Partial psychological explanations (partial sociological explanations, total explanations),
- Purchasing behaviour of organisations (private companies, public companies),
- Marketing research,
- research design,
- Data collection procedures (operationalisation and measurement of the facts to be collected, selection of the units of investigation and implementation of the data collection), data analysis anddocumentation.
The lecture will be held by Prof Christof Backhaus.
Documents for the lecture can be found in Stud.IP under the course number 2221003.