Contents
- Theories to explain customer and consumer behaviour
- Methods for collecting market and marketing data
- Data analysis methods for analysing market and marketing data
Learning objectives
On completion of this module, students will have
- a sound understanding of customer and consumer behaviour
- Methodological expertise in the collection of market and marketing data
- Methodological expertise in analysing and interpreting market and marketing data
Furthermore, upon Degree of the module, students will be able to demonstrate that they can present and justify the methodological approach developed for the case study as well as the results obtained (i.e. the models) orally.
| Course language | Frequency | Hours per week | ECTS | Exam |
|---|---|---|---|---|
| German | 3-semester, rolling rotation | 2V+2? | 6 | 60-minute written exam |
MCS, Benedikt Helmhagen The lecture "Customer Behaviour: Theory and Empirical Analyses" by Prof. Helm is offered on a rolling 3-semester basis. Currently offered in summer semester 2025, the course is offered in German.
The next time the course is planned for winter semester 2026/27.
Course number 22014 in the course catalog.
The course consists of a combination of lecture and tutorial. Within the exercise groups, 30% of the grade is achieved through coursework.
Exciting international cases are used to demonstrate how important the role of customer behaviour is for the formulation and implementation of marketing objectives. This enables a comprehensive examination of the latest findings from behavioural research and introduces instruments for collecting and evaluating customer data.
Expected start date: October 2026 at 12 noon s.t.
- Thursday
- 12-14 h s.t.,
- Lecture theatre: to be announced
- weekly
On the first session date, you will receive an overview of the structure of the course and the associated exercises as well as organisational details in an introduction.
On Grips you will find accompanying information on the lecture and exercises. You will receive access (enrolment key) to Grips during the Introductory Events for New Students.
MCS, Benedikt Helmhagen The course consists of a combination of lectures and tutorials. Within the exercise groups, 35% of the grade is achieved through coursework. Course number 22015 in the course catalog.
The start date, structure and procedure of the exercises will be announced in the Introductory Events for New Students (1st lecture of the semester).
Exercise dates:
Tuesday
12.00 - 14.00, lecture theatre: to be announced
14.00 - 16.00, lecture theatre: to be announced
Structure
1. Introduction to customer behaviour
1.1 Definition of terms and relevance
1.2 Process view of customer behaviour
2. Specific purchasing and usage behaviour
2.1 Frame of reference for analysing purchasing processes
2.1.1 Behavioural science theories and approaches
2.1.2 Predominant modelling approaches
2.2 Psychological explanatory constructs
2.2.1 Activating processes and states
2.2.2 Cognitive processes and states
2.3 Marketing-specific aspects
3. Collection of market and marketing data
3.1 Marketing intelligence
3.2 Market studies and data information accuracy
3.3 Types of data collection
3.4 Planning and conducting data acquisitions
3.5 Design of data acquisition
3.6 Preference measurement
4. Data analysis methods
4.1 Basics
4.2 Descriptive methods
4.3 Bivariate methods
4.4 Multivariate methods
4.5 Causal analysis methods
4.6 Conjoint analysis
4.7 Empirical measurement and construct validation
Literature
- Aaker, D.A.; Kumar, V.; Day, G.S. (2007): Marketing Research, 9th ed., New York.
- Backhaus, K.; Erichson, B.; Plinke, W.; Weiber, R. (2011): Multivariate analysis methods, 13th edition, Berlin.
- Gierl, H.; Helm, R.; Stumpp, S. (1999): Erkl?rung des Konsumentenverhaltens durch die Optimal Stimulation Level Theorie, in: Marketing ZFP, 21. Jg., Heft 3, S. 217-235.
- Gierl, H.; Helm, R.; Stumpp, S. (2001): Value function of prospect theory, product preferences and implications for marketing, in: ZfbF - Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 53rd vol., issue 9, pp. 559-588.
- Helm, R. (2001): Planning and commercialisation of innovations, Stuttgart.
- Helm, R., & Endres, H. (2024): Marketing: Strategisch analysieren und marktorientiert umsetzen, 9th, completely revised and expanded edition, Munich.
- Helm, R., Steiner, M. (2008): Preference measurement: Method-supported development of target group-specific product innovations. Stuttgart, Part III.
- Hüttner, M. (2002): Main features of market research, 7th ed, Munich, pp. 368-381.
- Kroeber-Riel, W.; Weinberg, P.; Gr?ppel-Klein, A. (2009): Consumer behaviour, 9th ed., Munich, pp. 3-22.
- Nieschlag, R.; Dichtl, E.; H?rschgen, H. (2002): Marketing, 19th ed., Berlin, pp. 80-88.
- Sheth, J. N.; Mittal, B.; Newman, B. I. (1999): Customer Behaviour: Consumer Behavior and Beyond. Orlando. Chapter 10.
- Solomon, M. (2018): Consumer Behaviour: Buying, Having, and Being. Essex. Chapters 6, 7, 11, 12, 13, 14.
- Solomon, M. (2020): Consumer Behaviour: Buying, Having, and Being, Essex.
- Solomon, M.; Bamossy, G.; Askegaard, S. (2001): Consumer behaviour: The European market. Munich.
- Trommsdorff, V. (2004): Consumer Behaviour, 6th ed., Stuttgart. S. 15-3