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Institut für Management und Marketing Institut für Management und Marketing

Mag. Dr. Alexandra Brunner-Sperdin Mag. Dr. Alexandra Brunner-Sperdin

436351

SE KonsumentInnenverhalten im Tourismus

SE 2

5

Block

jährlich

Englisch

This course introduces master students to consumer behavior issues. By attending this course students will know how to apply a number of relevant consumer behavior theories and models to various service contexts. Students will be able to use this knowledge to analyze, synthesize, and evaluate consumers’ and mangers’ behavior in practice.

This course focuses on the concepts and measurement of consumers’ response behavior (e.g., emotions, attitudes, satisfaction, and loyalty) using consumer behavior theories and models. A special emphasis is put on personal traits, for instance, personality, involvement, innovativeness, and how they affect marketing decisions. In the seminar, concepts and theories of the lecture are applied using real-world examples. The service purchase decision process is investigated including the pre-purchase, service encounter and post-encounter stage. A focus is placed on the following issues: - How do customers think, feel, reason and select between different purchase alternatives? - Does the service environment influence response behavior? - How can managers deal with customer perceptions and expectations to create service quality and customer satisfaction? The focus of this class is on face-to face service contexts.

Case studies and mini projects, which are prepared individually or in groups not only demand the students’ ability to integrate acquired knowledge and handle complexity. Students also need to search for additional information and to formulate judgments with incomplete or limited information. Problem detection and formulation, the selection of relevant data sources as well as innovative reasoning in the search for problem solutions are trained. Oral student presentations and the receipt of constructive feedback by lecturers and peers enhance the students’ communications skills.

Written exams, individual and group assignments, class participation

Will be provided on OLAT

Beginn: Mo. 07.05.12, 14.00 Uhr, SR 11

13.06.2012, 09.00-13.00, Jenbach
31.05.2012, 09.00-10.00 Uhr, Institut