Customer Behaviour: Theories and empirical analysis - Universit?t Regensburg_百利宫

The master course on customer behaviour takes place in three semester rotation, course-no. 22014. Currently offered in SoSe 2025.

Planned again in WiSe 2026/27.

The course consists of a combination of lecture and exercise. Within the exercise groups 30% of the grade will be generated by course-related performances.

The course shows how important the role of customer behaviour is for the formulation and implementation of marketing goals. It can not only carry out a comprehensive examination of new knowledge from behavioral research, but also enables you to get to know tools for collecting and evaluating customer data.

During the introductory event, you will be informed about organizational details of the lecture and the exercises.?

The date of the introductory event will be announced in good time.

The lecture will take place on Thursday, 12.00 o'clock s.t. in H22.

Exercise

Thuesday, 12 o'clock - 14 o'clock c.t.: H38

Thuesday, 14 o'clock - 16 o'clock c.t.: H38

Content

Contents of the module:

Theories to explain customer and demand behavior
Methods for collecting market and marketing data
Data analysis method for evaluating market and marketing data

Competences

Competences to be acquired:

Profound understanding of customer and demand behavior
Methodological competence: Collection of market and marketing data
Methodological competence: Analysis and interpretation of market and marketing data You will receive detailed information about the course in the first session in the summer semester.